Brands join Pepsi’s 'Anytime' fun in moment marketing moves

One fun ad has spurred many other brands to join the fray. The conversations around Pepsi’s ‘Anytine fun’ campaign are growing on social media as other brands and key associate brands become part of the moment marketing frenzy.

As reported earlier, Pepsi released its ‘Anytime is Pepsi Time’ as a tongue-in-cheek counter to Coca-Cola’s ‘Half time’ ad released during the ongoing ICC Champions Trophy 2025 tournament. No sooner had Pepsi’s ad appeared on the front page of leading English newspapers on March 4, 2025, social media has been rife with fun conversations, with netizens remembering Pepsi’s earlier brilliant marketing coup – ‘Nothing Official about it’ – upstaging Coca-Cola’s campaign in 1996.

Pepsi’s bold and playful initiative signals a summer kickoff marked by spontaneity and a cheeky disregard for traditional advertising norms.

In this digital era, it didn’t take long for ‘Anytime is Pepsi Time’ campaign to go viral, sparking widespread conversations online, with netizens engaging actively through memes, comments, and shares.

Brands join the fun

Jumping into this moment marketing bandwagon, Exide took on both Pepsi and Coke on X with its own “All the Time” move, stating, “Let’s stop fussing about time because Exide keeps moving India, day in and day out, all the way, all the time.”

Britannia’s Goodday took this opportunity to promote chai time with its biscuits, smartly weaving the curved line design into the campaign on Instagram. The copy read: “Chai with (curved design resembling a Goodday biscuit)? Any time”.

Gurugram-based café, Bean, Brew & Beyond, came up with a Reels, suggesting, “Take a break. Drink our specialty coffee. Any time.”

Pepsi also came up with series of ads, taking the fun quotient further, highlighting its brand associations and partnerships with:

Kurkure

Lays

Mirinda

Taco Bell

WoW Momo

Also Read: Empowering Women: How Brands are Celebrating Women’s Day with Purpose