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Coca-Cola Celebrates Diwali With AI Generated Wish Cards

The campaign is active across India, Bangladesh, Nepal, Sri Lanka and Bhuta

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This Diwali, Coca-Cola introduces a fusion of art and technology. Harnessing the capabilities of Open AI’s DALL-E and GPT-4 models, this festive season wish love and light to friends and family with AI-generated Diwali greetings.

The campaign is active across India, Bangladesh, Nepal, Sri Lanka and Bhutan.

Global Head of Generative AI at Coca-Cola, Pratik Thakar, said, “We, at Coca-Cola are connecting the dots between culture, creativity and technology. Create Real Magic platform invites consumers to use AI for crafting original artwork using iconic creative elements from the Coca-Cola archives. In India, #MagicWaaliDiwali wish cards are a perfect way for us to celebrate people and culture using AI. We are humble but iconic, real yet magical and our latest Diwali campaign is a testament of the same.”

Commenting on the campaign, Sumeli Chatterjee, Head - Integrated Marketing & Experiences, Coca-Cola India & South West Asia said “The ‘Create Real Magic’ platform beautifully weaves in technology, intelligence, art, culture, and the Coca-Cola brand philosophy. Contextualised to Diwali, the platform is a creative playground for fans to create and express their emotions during the festivities. With this, one can send a unique & personalized wish to each of their friends. OpenAI’s DALL-E and GPT-4 have made the experience simple, interactive, intuitive, and truly magical for our fans.”

Brad Lightcap, COO, OpenAI, said, “It’s remarkable to see the innovative spirit of Coca-Cola come alive through the use of DALL·E and GPT-4. The Create Real Magic platform not only resonates with the joy of the Diwali season, but also showcases a delightful fusion of technology and creativity. It’s heartwarming to see how our AI models have played a role in adding to the festivities, making the campaign truly memorable.

This year, don’t forward the same messages and season’s greetings and create a one-of-a-kind Diwali wish card, powered by AI. Embrace tradition and celebrate #MagicWaaliDiwali by being unapologetically YOU. The best creations will be proudly displayed on prominent digital billboards in Mumbai and Delhi NCR, with due credits.



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