Pepsi takes a fizzy jab at Coca-Cola’s ‘Halftime’ campaign with a bold marketing coup

The battle of the bubbles is back — and it’s fizzier than ever. Pepsi and Coca-Cola are reigniting their decades-old rivalry, with Pepsi taking the first playful swing at its competitor’s latest Halftime campaign for the ICC Champions Trophy 2025.

Coca-Cola’s campaign encourages people to savour life’s pauses, associating its drink with halftime moments during the cricket tournament. But Pepsi isn’t buying into the break. Instead, it’s flipping the message with its new tagline — “Anytime is Pepsi Time” — suggesting that refreshment knows no pause.

In a bold marketing coup, Pepsi’s campaign, created by Havas India, rebranded The Times of India as Any Times of India in a full-page print ad. The message is clear: why wait for halftime when any moment is perfect for a Pepsi? The ad’s catchy phrasing — “first time, thirst time, play time, crunch time, winner time, we time, me time” — reinforces Pepsi’s positioning as the go-to beverage for all occasions.

Decades of bubbly jabs

The latest campaign echoes Pepsi’s long-standing tradition of taking playful digs at its rival. In the 1990s, Pepsi’s Nothing Official About It campaign stole the limelight from Coca-Cola, which was the official sponsor of the Cricket World Cup. The irreverent slogan became synonymous with the brand’s youthful, rebellious image. Another iconic campaign — Yeh Dil Maange More — cemented Pepsi’s association with cricket, youth, and pop culture, making it a defining part of India’s cola wars.

“Pepsi has always been irreverent,” says Lloyd Mathias, business strategist and independent director at Fever FM, who previously led marketing and P&L at PepsiCo. “They stole the spotlight from Coke in the ’90s, and this campaign stays true to Pepsi’s DNA.”

On the other hand, Rediffusion chairman Sandeep Goyal, told PTI, “Now they joust, but they don’t go for knockouts. Colas were once the most exciting and engaging category in FMCG. Over the years, other categories have captured consumer attention, and colas are no longer at the centre stage like they were half a century ago.”

The business of banter

The timing of these campaigns couldn’t be more strategic. With the ICC Champions Trophy 2025, the summer season approaching, and the Indian Premier League 2025 around the corner, cola giants are vying for a bigger share of India’s booming ₹1.37 lakh crore non-alcoholic beverage market.

Coca-Cola spent ₹1,520 crore on advertising and promotions in FY24 — a 35% jump from the previous year — reflecting its aggressive push to dominate shelf space and consumer mindshare. Pepsi, playing the challenger, has long positioned itself as the irreverent disruptor, leveraging pop culture and youth appeal to build buzz.

“Campaigns like this resonate well with consumers,” says Mathias. “They create social media buzz and amplify excitement around the category — exactly what impulse-driven products like soft drinks thrive on.” He adds that while these ads may seem light and playful, they have a deep strategic rationale, as they drive impulse purchases.

Jabs with a side of buzz

Comparative campaigns like these often spark social media debates more than immediate sales, but they play a crucial role in shaping brand personality. Pepsi continues doubling down on its youthful, playful image, while Coca-Cola maintains its nostalgic, comfort-first approach.

Mathias notes that these campaigns are perfectly timed with the Champions Trophy’s knockout stages and the upcoming IPL season — peak moments when soft drink consumption naturally surges as people gather to watch cricket and order food.

On X (formerly Twitter), the battle is already brewing. Brand strategist Harish Bijoor commented: “Sometimes, a competitor helps you hone your #BigIdea! This summer, #CocaCola has done that favor to #Pepsi! The #Coke cricket-centric HalfTime ad begged a repartee! And Pepsi has its summer of content: #AnytimePepsi! I think this can move to be an #AlwaysPepsi even! Campaignable!”

With cricket fever set to grip the nation, the cola wars are likely to escalate — bringing more cheeky jabs, big-budget ads, and social media banter. Whether consumers press pause with Coca-Cola or grab a Pepsi anytime remains to be seen — but one thing is certain: the fizz-filled rivalry is bubbling back to life.