Pepsi salutes Champions India with outdoor ‘Anytime’ hat tip

India’s thrilling win over New Zealand in the ICC Champions Trophy 2025 yesterday (March 9) is being celebrated by brands of all hues – after all, the trophy returns to India after 12 long years.

Amid the plethora of brand campaigns during the tournament this year, Pepsi has been garnering a lot of buzz on social media for its coup marketing over Coca-Cola, the official partner of ICC – 29 years after Pepsi had upended Coca-Cola with its “Nothing Official About It” campaign during the Cricket World Cup.

Responding to Coca-Cola’s kaleidoscopic “Half Time” ad for ICC Champions Trophy 2025, Pepsi released its “Anytime is Pepsi time” campaign on leading English dailies on March 4. 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.

After India’s lifting the Champions Trophy, Pepsi has been quick to extend its “Anytime” campaign to the OOH medium, taking the conversation further. The OOH ad says, “Champions don’t wait for half time, they win anytime”.

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Netizens have fun as Pepsi does a marketing coup over Coca-Cola

Havas Creative India is the creative agency behind Pepsi’s ‘Anytime campaign’.