With IPL 2025 across the nook, a number of chilly drink manufacturers like Limca, Thums Up and others have kicked off star-studded campaigns, vying for shopper consideration.
Amidst this, Pepsi has reignited the cola wars with its daring new marketing campaign, Anytime is Pepsi Time, taking a playful jab at rival Coca-Cola’s Half Time push.
The marketing campaign launched with a placing full-page print advert in The Instances of India, positions Pepsi as the final word all-day refreshment—contrasting Coca-Cola’s game-time focus.
Conceptualised by Havas Inventive, this new marketing campaign is drawing comparisons to Pepsi’s iconic Nothing Official ambush of Coca-Cola through the 1996 Cricket World Cup. Again then, regardless of Coca-Cola’s official sponsorship, Pepsi stole the highlight with its Nothing official about it marketing campaign that includes Sachin Tendulkar, Courtney Walsh, and even umpire Dickie Fowl.
Now, with Coca-Cola’s Half Time marketing campaign, rolled out final month throughout TV and digital platforms, the model aimed to tie itself to high-energy sports activities moments, proudly owning the adrenaline-fueled intervals of India’s sports-obsessed tradition. However Pepsi has as soon as once more flipped the script—why cease at halftime when each second is healthier with a Pepsi?
For the marketing campaign, The Instances of India even modified its masthead to Any Instances of India, signaling an unique collaboration with the print publication and seamlessly tying into Pepsi’s tagline.
Anupama Ramaswamy, chief artistic officer and joint MD, Havas Inventive India, says, “Pepsi has all the time been a model that challenges the norm, in a cheeky approach. After we seemed on the ardour of the followers, we noticed one thing simple. The vitality by no means dips, the joy by no means pauses, so why ought to their refreshment? So, with the model’s challenger mindset on the core, we determined to grab the day. Again within the Nineteen Fifties, Pepsi had mentioned, “Any climate is Pepsi climate.” Carrying that spirit ahead, we conceptualised “Any time is Pepsi time.” As a result of Pepsi is for each second that issues.”
With its core message of Yeh Dil Maange Extra, the marketing campaign encourages customers to embrace unplanned moments and benefit from the refreshing style of Pepsi every time the temper strikes- first time, thirst time, play time, crunch time, winner time, we time, me time- there’s by no means a unsuitable time to pop open a relaxing Pepsi. The beverage comapny has additionally launched a video camapign for a similar.
Pepsi has delivered a fizzy masterstroke on this newest spherical of the cola wars. Whether or not Coca-Cola will fireplace again or different manufacturers will be a part of the fray stays to be seen, however one factor is for certain—social media is loving the drama. With memes, debates, and model loyalists weighing in, the rivalry has as soon as once more change into a spectacle, preserving audiences entertained and the dialog effervescent.
Written with the View : afaqs