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Coca-Cola sparks Diwali celebrations with personalised AI-generated wish cards

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

This Diwali, Coca-Cola has introduced a pioneering fusion of art and technology; bringing a development to help consumers send customised wishes to their near and dear ones.

Harnessing the incredible capabilities of Open AI’s DALL-E and GPT-4 models, this festive season wish love and light to friends and family with Diwali greetings on https://www.createrealmagic.com/

“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. Imagine a wish card that's as quintessential and vibrant as this festival of light, one that blends tradition with innovation and leaves behind the conventional messages. 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 campaign is active across India, Bangladesh, Nepal, Sri Lanka and Bhutan,” said the company statement.

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.


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