The cola wars have reignited as PepsiCo India launches its “Anytime is Pepsi Time” campaign, a cheeky response to Coca-Cola’s “Half Time” initiative. This strategic move positions Pepsi as the all-day refreshment choice, contrasting with Coca-Cola’s focus on high-energy sports moments.

Coca-Cola’s campaign, showcased during the ICC Champions Trophy 2025, emphasizes the excitement of halftime in sports. However, industry experts note that the term “half time” is more commonly associated with football, which may not resonate as strongly with the cricket-loving Indian audience12.

Pepsi’s campaign, crafted by Havas Creative India, cleverly rebrands The Times of India as “Any Times of India” to reinforce its tagline. The ad highlights that every moment is a good time for Pepsi, not just during sports breaks24. This approach is reminiscent of Pepsi’s iconic “Nothing Official About It” campaign from the 1996 Cricket World Cup, which successfully challenged Coca-Cola’s official sponsorship5.

The campaign has sparked significant online engagement, with fans divided between appreciating Pepsi’s wit and defending Coca-Cola’s strategy. Social media platforms are filled with reactions, showcasing the campaign’s ability to generate buzz and revive the nostalgia of cola wars.

Industry experts believe that while the current cola wars lack the creative spark of earlier campaigns, they still hold relevance in the competitive Indian market. KV Sridhar, Global Chief Creative Officer at Nihilent, praises Pepsi’s strategy for targeting Coca-Cola’s weaker creative efforts.

PepsiCo’s “Anytime is Pepsi Time” campaign marks a strategic move in the ongoing cola wars, positioning Pepsi as a versatile, all-day refreshment choice. As the summer season approaches, this campaign is expected to drive consumer engagement and sales, setting the stage for a competitive year in the Indian beverage market.

Key Highlights:

• Campaign Overview: PepsiCo launches “Anytime is Pepsi Time” in response to Coca-Cola’s “Half Time” campaign.
• Key Features: Pepsi’s campaign emphasizes that every moment is a good time for Pepsi, contrasting with Coca-Cola’s focus on sports breaks.
• Impact: The campaign has generated significant online buzz and revived the nostalgia of cola wars.
• Industry Insights: Experts note that while the current campaigns lack the spark of earlier ads, they remain relevant in the competitive Indian market.