Coca-Cola’s commitment to bringing something unique every Diwali has always shown the ability of its marketing strategies. The cultural significance of Diwali in India is the most significant anybody has ever seen, and the company has consistently strived to create campaigns that resonate with the heart of the people. This year, they just had to take it a notch higher with the help of artificial intelligence, reinforcing the dedication to staying ahead in the game.

Yes, Coca-Cola just put the A and I in Diwali.

Taking inspiration from their current tagline – Real Magic, Coca-Cola launched a microsite named “Create Real Magic,” taking its Diwali campaign to newer heights. Leveraging the capabilities of OpenAI’s DALL-E and GPT-4 models, they brought forward a new era of personalised Diwali greetings for consumers across India, Bangladesh, Nepal, Sri Lanka, and Bhutan. The microsite allows users to create customised Diwali wishes for their loved ones. From vibrant wish cards adorned with traditional elements to quirky designs and writings, the microsite provides a plethora of templates, metaphorically showcasing the diverse customs and cultures we Indians have for the festival. Keeping the brand in mind, one can incorporate Coca-Cola’s cans or bottles into the designs or integrate colourful rangolis. They are actually letting our creativity run wild.

DALL-E, known for generating images from textual descriptions, enables users to visualise and customise their Diwali greetings. GPT-4, on the other hand, ensures that the accompanying messages are not only grammatically correct but also emotionally absorbent, adding a personal touch to each design. 

The brand is still seeing a result of positive engagement and impact it has made on the consumers. By providing a platform for users to express their creativity and share personalised Diwali wishes, Coca-Cola didn’t only enhance its brand image but also became an integral part of the festive celebrations. The campaign’s social media traction, user-generated content and the overall buzz generated during Diwali contributed to its success metrics. 

The Coca-Cola Company never fails to astound the marketing sphere with the tricks under their sleeves. Sure, their beverages do quench a thirst, but their campaigns do bring a smile on our faces. Now that they are wrapping up their World Cup campaign with Thums Up as their official beverage partner and Limca Sportz as their official hydration partner, I look forward to their Christmas campaign which, as usual, will be a magical one.