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Turning on the heat in the Cola world, PepsiCo India has reignited its rivalry with Coca-Cola through a bold front-page ad. In its recent market strategy, Pepsico’s has taken a jibe at its bigger rival Coca-Cola’s ‘half time’ campaign through its ‘anytime’ campaign. Replying to arch rival Coca-Cola’s ‘half time’ campaign for the ICC Champions Trophy 2025, PepsiCo came out with a full-page newspaper advertisement flipping the script with “any time” campaign.
Featuring cricket legends Sachin Tendulkar and Mohammed Azharuddin, the original campaign became legendary with its witty slogan, “Nothing Official About It.” Pepsi’s latest move reminds consumers of the intense brand clashes of the 1990s, leveraging nostalgia to reassert its playful, rebellious image in the competitive soft drink market.
“For those who remember, ‘nothing official about it’ wasn’t just a campaign — it was a cultural moment. It showed that sometimes, not trying too hard is exactly the winning move,” PepsiCo India has said in their statement, talking about the symbolism of continuation of their ad legacy.
In another significant development in the Cola market, Campa from Reliance Consumer Products Limited (RCPL), in partnership with JioStar, is set to elevate its brand presence as a co-powered sponsor across both TV and digital platforms for TATA IPL 2025 as the TATA Indian Premier League (IPL) continues to reign supreme as the nation’s most-watched sporting event, as per a report by news agency ANI.
As per a statement from Reliance Consumer Products, this partnership will ensure Campa’s visibility across Star Sports Network, including in regional languages (both HD and Standard), and JioStar’s streaming platform, guaranteeing an unparalleled reach, engagement, and impact for the brand.
With this strategic alignment Campa is poised to dominate the TATA IPL 2025 season, strengthening its bond with cricket fans nationwide.
Ketan Mody, COO, Reliance Consumer Products Limited, said their partnership with JioStar for TATA IPL is a natural extension of our long-standing commitment to cricket.
The aggressive marketing strategy of Mukesh Ambani’s Reliance including a Rs 10 pricing for the recently revived Campa Cola is pushing legacy players like PepsiCo and Coca Cola to try harder. Through its competitive pricing, Mukesh Ambani’s Campa Cola has also forced legacy brands to lower their product prices.
(With inputs from agencies)
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