After rolling out its 'anytime' campaign ahead of the India-Australia semi final during the ICC Champions Trophy 2025 with a print ad in The Times of India, Pepsi has extended it with an outdoor leg to celebrate India's win over New Zealand to lift the trophy.

This was launched to take on Coca-Cola, ICC's official partner, 'Half Time' campaign which was extended to the ICC Champions Trophy.

During the India-Australia semi final, Pepsico rolled out a short ad film which ran on digital. It also got social media buzz through banter with in-house brands like Lay's, Doritos, and Kurkure, as well as others like Britannia and MakeMyTrip,

As an extension to the 'nothing official about it' campaign, on the final day, Pepsi tied up with Blinkit, to take 'anytime' further by offering a 50% discount on the app. 

Then, a day after team India was crowned champions, the 'unofficial' campaign extended to outdoor with a 'champions don't wait for half time, they win anytime' message across a hoarding in Mumbai.

A spokesperson from Pepsico, said, ”At PepsiCo India, we thrive on creating cultural moments that spark conversations. With the ‘Anytime is Pepsi Time’ campaign, we set the stage for a bold and refreshing dialogue that resonated with brands and consumers alike. On a celebratory Sunday, Pepsi took over Blinkit, ensuring consumers could grab an ice-cold Pepsi cans at 50% off Anytime during the game time—making every moment more refreshing and spontaneous. The buzz around the campaign sparked an ‘Anytime’ wave across social platforms, with brands and consumers joining the 'Anytime' dialogue. After all, Pepsi has always been about creating epic moments—because when it comes to ‘Anytime’ refreshment, Yeh Dil Maange More."

Havas Creative is the agency that has worked on the campaign. The outdoor work was executed by Havas Tribes.

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