Deccan Chronicle

This Diwali, Personalised AIGenerated Wish Cards

Deccan Chronicle. | DC Correspondent

Published on: November 11, 2023 | Updated on: November 11, 2023
Bid adieu to mundane greetings and forwarded messages, and embrace your creativity with the power of AI

Bid adieu to mundane greetings and forwarded messages, and embrace your creativity with the power of AI

This Diwali, Coca-Cola proudly introduces a pioneering fusion of art and technology; bringing an exciting 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 magical Diwali greetings on

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.

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 & Southwest 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.

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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