ICC WOMEN’S CRICKET WORLD CUP semi-final in Navi Mumbai delivered more than just elite cricket, it doubled as a cultural celebration, with Coca-Cola’s Halftime campaign returning in style to energise the break with music, refreshment and regional pride.
Revamping the interval into a festival-like experience, Coca-Cola partnered with Coke Studio Bharat to blend India’s folk sounds with the shared passion of cricket. The stadium came alive as singer Aditya Gadhvi took the stage, performing Khalasi, the Cannes Lions-winning anthem, along with Meetha Khaara, a tribute to Gujarat’s folk heritage.
The engagement didn’t stop at the venue. Fans watching from home joined the celebration as Blinkit activated a real-time ‘Coke at Half Price’ offer, encouraging viewers to grab a Coke and be part of the moment. What is typically a short break became a shared fan ritual across households and stands.
The night closed on a high for home supporters, with India defeating Australia to book a place in the final, prompting a wave of nationwide celebration for the women in blue.
Gadhvi expressed his delight 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.”
Coca-Cola INSWA IMX lead Shantanu Gangane shared, “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.”
ICC chief commercial officer Anurag Dahiya added, “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.”
