India wasn't playing in the World Cup. You'd never have known it from the noise. Fans across Kerala, Goa, Assam and West Bengal cheered for Brazil, Argentina and others so hard, and for so long, that their voices gave out. The Lost Voices, created by WPP Open X and led by Ogilvy India, made Indian fans the stars of Coca-Cola's FIFA World Cup 2026 campaign. No actors, just real die hard football fans, whose hoarse, broken chants became the actual voice of the campaign. It's a perfect fit for Coca-Cola's global "Feel It All" platform: passion so big it doesn't need a home team.