Pepsi has rolled out a full-page print ad and a short film that takes on Coca-Cola's 'half time' campaign that was recently extended to cricket during the ICC Champions Trophy for which the latter is an official partner. 

Pepsi's print ad is titled 'any time'. It looks to state how 'any time is a good time to drink' Pepsi and also includes the masthead for The Times of India, to be renamed as Any Times of India. The ad has been conceptualised by Havas Creative India.

Pepsi has previously followed the 'nothing official about it' route by creating ads around big tournaments which have been sponsored by competitors. A film has also been released as part of the campaign.

A PepsiCo India spokesperson said, "At PepsiCo India, consumer-centricity drives everything we do. With the launch of the ‘Anytime is Pepsi time’ campaign, we are defining refreshment for the upcoming summer season — turning every moment, big or small, into an opportunity to enjoy an ice-cold Pepsi. This summer with Pepsi is all about ‘Yeh Dil Maange More’, the cultural movement celebrating spontaneity and living in the moment with Pepsi. It can be a sports screening party with friends, an unplanned road trip, or simply a break from the ordinary, Pepsi is there to elevate the moment – every time, anytime. Great moments don’t wait and are made better with Pepsi."

Anupama Ramaswamy, chief creative office and joint MD, Havas Creative India, said, “Pepsi has always been a brand that challenges the norm, in a cheeky way. When we looked at the passion of the fans, we saw something undeniable. The energy never dips, the excitement never pauses, so why should their refreshment? So, with the brand’s challenger mindset at the core, we decided to seize the day. Back in the 1950s, Pepsi had said, 'Any weather is Pepsi weather'. Carrying that spirit forward, we conceptualised ‘Any time is Pepsi time.’ Because Pepsi is for every moment that matters.”