The ICC Women’s Cricket World Cup 2025 Semi-Final in Navi Mumbai was more than simply a sports event, as Coca-Cola‘s Halftime campaign made a triumphant return, infusing the break with rhythm, refreshment, and cultural pride.
Coca-Cola, through Coke Studio Bharat, transformed the match interval into a celebration, combining the rhythms of India’s heartland with the universal joy of cricket. The audience erupted when famed singer Aditya Gadhvi hit the stage, delivering Khalasi, the Cannes Lions-winning song of exploration, and Meetha Khaara, a salute to Gujarat’s traditional origins. The thrilling performance transformed halftime into a national celebration of music and energy.
Gadhvi shared his excitement, saying, “It’s not every day you get to perform on a stage like the ICC Women’s Cricket World Cup, with the whole country watching and cheering. With Coke Studio Bharat, I’m bringing the sounds I’ve grown up with to a space where cricket fans are watching and cheering. It feels good to see our music reach people in such a lively way.”
Coke Studio Bharat, Coca-Cola’s redesigned music platform, has become a symbol of true regional storytelling, connecting local artists with worldwide audiences. It has evolved into one of India’s most effective vehicles for musical democratisation, providing a platform for native talent that resonates throughout the world.
Shantanu Gangane, IMX (Integrated Marketing Experience) Lead, Coca-Cola INSWA, said, “Consumer experiences around live sport are evolving as fans today look for connections. Our partnership with the ICC reflects that understanding. Coke’s Halftime showcase transforms a pause into a space where sport, music and refreshment meet—something distinctly Indian yet universally relatable.”
Anurag Dahiya, Chief Commercial Officer, ICC, commented, “Our collaboration with Coca-Cola continues to strengthen how fans experience cricket beyond the boundary. The Halftime integration brings together sport and culture in new ways, reflecting our commitment to making the game more inclusive, dynamic and globally relevant.”
Aditya’s performance lit up the arena, but the magic went beyond that. Fans at home joined in the fun, with Blinkit’s ‘Coke at Half Price’ promotion providing a real-time prompt to get a Coke and be a part of the shared experience. Halftime became an experience across homes and stands, rather than just an interval.
Coca-Cola and the International Cricket Council are reinventing what occurs in between overs by combining the thrill of cricket with the pulse of music. The Halftime campaign demonstrated that the most memorable aspect of a game isn’t often the score—it’s the sound, the crowd, and the pause that connects them all.
