This Diwali, Coca-Cola will help you create personalised AI-generated wish cards

On Diwali, Coca-Cola has introduced a fusion of art and technology that will help consumers send customised wishes to their near and dear ones.

“Coca-Cola has always been a part of consumers’ cherished celebrations and this year they're bringing an innovative way to create personalised Diwali wishes. From wish cards adorned with colourful diyas to quirky auto-rickshaws - a classic symbol of Indian markets, from Coca-Cola's iconic cans and bottles, to colourful rangolis, consumers can create a masterpiece that encapsulates the heart of India's Diwali,” the company said in a press release.

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

Pratik Thakar, Global Head of Generative AI, Coca-Cola, 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.”

Sumeli Chatterjee, Head - Integrated Marketing and Experiences, Coca-Cola India and 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 & personalised 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.