'Chhubti jalti garmi, chhubti jalti garmi ka mausam aaya…’ back in the day if you heard this iconic jingle it only meant one thing - summer has arrived! Today, the season’s return is also a signal that the battle to keep India cool has begun. Summer always has its own tell tale signs - sweat, heat, the scorching sun and ofcourse a showdown in the beverage industry. This year, the competition is fiercer than ever, thanks to Reliance’s bold move of reviving Campa Cola at an aggressive Rs 10 price point. This disruption set off a chain reaction, forcing industry giants to recalibrate their strategies.
Coca-Cola kicked things off with its ‘Half Time’ campaign during the ICC Champions Trophy 2025, celebrating life’s refreshing pauses. Pepsi, never one to back down, cheekily countered with its ‘Anytime is Pepsi Time’ campaign, positioning itself as the beverage for all occassions. Dabur too chimed in with Real Activ’s ‘Keep It REAL, Every Time’ campaign. But the beverage wars didn’t stop there, another unexpected contender made an entrance; Mother Dairy joined the fray, taking a clever swipe at all the brands by promoting milk as the ultimate ‘lifetime’ beverage. As the mercury rises, so do the stakes. From disruptive pricing to creative marketing battles, brands are pulling out all the stops to quench consumer thirst. Let’s dig deeper to find out how beverage brands are navigating this fizz-filled battlefield to capture the essence of summer.
WHERE THE MONEY FLOWS
Summer is peak season for the beverage industry, and this year, the battle isn’t just being fought on store shelves but also in advertising war rooms. With brands looking to capture maximum mindshare, marketing budgets are being dialled up significantly. According to industry sources, category spends will be dominated by Campa Cola and Coca-Cola, each expected to invest over Rs 250 crore this summer, leading to a major spike in overall ad spends. As the cola giants pour in massive budgets, other beverage brands are also stepping up their game to stay competitive.
“We’re going all in on summer this year, boosting our marketing budget by 15-20% more than last year to make the most of the season’s potential,” says Nadia Chauhan, Joint Managing Director and CMO, Parle Agro. With exciting product launches lined up, she emphasises that Parle’s increased spending reflects a strategic push to enhance brand visibility and engage consumers like never before. “Summer is more than just a season; it’s the heartbeat of the beverage industry, and our investment ensures that we make a lasting impact on every consumer touchpoint. While TV remains indispensable to our wide-reaching brand engagement, urban consumers’ evolving media habits demand a sophisticated, multifaceted approach. Connected TV (CTV) is redefining premium content consumption, supplementing our broadcast strategies to reach discerning audiences seamlessly,” explains Chauhan.
She further highlights the importance of digital-first initiatives in engaging younger audiences through dynamic, interactive campaigns that allow for real-time adaptability. “Meanwhile, the bold and impactful presence of outdoor advertising propels our brand into bustling public spaces, while influencer campaigns, strategically timed with key launches, elevate our reach and impact exponentially,” she adds.
On similar lines Piruz Khambatta, Group Chairman, Rasna International says, “Our marketing budget has definitely increased compared to last year.” He emphasises that spending has been well diversified across both new-age and conventional media to maximise reach and engagement. “Traditional media still commands two-thirds of our marketing budget, with the remaining share allocated to Digital, OTT, and influencer-led campaigns. Interestingly, this season, our YouTube ads were launched well ahead of our TV campaign, highlighting the growing influence of digital platforms. Slowly but steadily, these alternative channels are securing a larger share of our media investments,” he explains.
According to Anil Suryavamshi, VP - Digital (South & West), Carat India, soft drink ad spends in India have fluctuated significantly in recent years. He says, “After a 65% surge in 2022 and a 71% rise in 2023 (peaking at Rs 1,876 crores), 2024 saw a sharp 47% drop to Rs 989 crores. This decline contrasts with the broader ad industry, which rebounded in 2024 after minor dips.” He explains that the downturn in beverage (soft drink) ad spends, despite overall market recovery, hints at a strategic shift, potentially triggered by Reliance’s entry with Campa Cola. “For summer 2025, key players like Coca-Cola, PepsiCo, Parle Agro, and Dabur plan to increase ad budgets by 18-25%, signalling an aggressive push to counter competition, especially against Reliance’s pricing strategy,” he says.
He further highlights that beverage brands in India are clearly prioritising television and digital media, with a noticeable shift away from traditional print and radio. He shares, “In 2024, TV remained dominant, accounting for approximately 87% of total media spends (Rs 859 crores). The reason is clear: TV continues to be the most effective medium to reach India’s diverse population, particularly during major events like the IPL. Digital media is also on the rise. Contributing just 1.5% of total media spends in 2021, it grew to nearly 11% in 2024 (Rs 107 crores), peaking at 14.8% in 2023. This reflects the growing confidence in digital platforms to engage younger, urban audiences and drive promotional activities. While print and radio still hold a presence, their share remains small—just 1.9% and 0.3%, respectively. As we move into 2025, TV and Digital are expected to continue dominating, with Digital likely to gain an even larger share to better target regional and competitive markets.”
Sharing his insights on summer marketing spends, Srinivas Rao, Chief Investment Officer, Wavemaker India, says, “Summer advertising spends have shown an upward trend over the last couple of years. Every year has seen one of the top brands taking high ground. Notably in 2021, Parle Agro went about aggressively by investing behind Frooti and Appy Fizz. After a bit of a dull 2022, we saw Coca-Cola becoming aggressive in 2023 by investing in properties like the ICC World Cup and heavy spending in the festive season. This year as well, we anticipate an increase in spending.”
Speaking about the media mix and advertising budget allocation, he adds, “We are seeing a discernible shift towards digital platforms, with our estimates suggesting that 55% of advertising budgets will be allocated to digital media, while 45% will continue to support traditional channels like television and outdoor advertising.”
Navin Lalchandani, VP - Media Buying, Starcom India, makes an interesting observation that, “Coke has moved to a 50:50 split, while Pepsi and Campa lean more towards offline spends.” He goes on to add, “With digital content consumption rising, brands are shifting focus to social media, influencer marketing, and targeted digital ads. Media spends on e-commerce and quick commerce are also increasing, emphasising hyper personalisation for better audience engagement.” Elaborating further, Lalchandani says that traditionally, beverage brands launch summer campaigns with 360-degree media strategies, leveraging TV, print, outdoor, Digital, and high-impact properties like the IPL, often featuring celebrity endorsements.
“Summer marketing for beverages in India has always revolved around big-budget, celebrity-driven campaigns; think Ranveer Singh for Thums Up, Salman Khan for Pepsi, or Katrina Kaif for Slice. Massive outdoor and in-store branding to drive impulse purchases and strategic price-point advertising for affordability messaging are included in these aggressive summer marketing strategies. Brands are tailoring campaigns at a hyperlocal level to strengthen emotional connections,” explains Nishant Gopalia, Senior VP - Media & MarTech, Tonic Worldwide. He also adds that digital engagement is rising, because of quick, sharable ads on Instagram Reels and YouTube Shorts gaining traction. “Expect more cross-promotions with fast-food chains, QSRs, and local eateries to boost in-store consumption, while Q-commerce continues to grow as a mainstream channel,” he shares.
THE PRICE WAR
In a bold move, Reliance reintroduced Campa Cola at an aggressive Rs 10 price point for a 200 ml bottle, effectively undercutting established players like Coca-Cola and PepsiCo, whose similar-sized offerings are priced around Rs 20. This pricing strategy has ignited a price war in India’s soft drinks sector, compelling major brands to reassess and adjust their pricing structures to maintain market share.
“This summer marks a turning point, with rising temperatures driving early demand. Retail visibility is more crucial than ever, fuelling both spontaneous indulgence and curiosity for new offerings while diverse flavours enrich the market,” notes Chauhan. She further adds, “Value remains king, with our Rs 10 packs enhancing accessibility and reach. Retail is the backbone of our brand’s growth. Expanding our presence by 20% allows us to meet evolving consumer demand while introducing bold innovations like the Rs 10 Smoodh Lassi. With an exciting pipeline of new launches, we aim to captivate and engage consumers.”
And as summer heats up, beverage brands are turning up the competition, going all in with bold strategies and bigger campaigns. One instance of this is PepsiCo’s acquisition of the prebiotic soda brand Poppi in a deal worth $1.95 billion, including $300 million in anticipated cash tax benefits. The acquisition, which was confirmed earlier this month, allows PepsiCo to tap into the growing health-focused beverage market, offering products that appeal to consumers seeking functional drinks with health benefits like gut health.
In February this year, Reliance’s Campa secured the IPL’s second most-valuable sponsorship deal by acquiring the co-presenting rights for Rs 200 crore, overtaking Coca-Cola’s Thums Up, which held the spot last year. Moreover, Reliance Consumer Products (RCPL) has also recently launched two new products - Gluco Energy and a sports drink called Spinner, both available at Rs 10. A source close to the brand shares that the marketing budgets for Campa Cola have increased significantly as the company is growing. In terms of media mix, Campa Cola uses both TV and Digital for mass reach. Though the brand is available on quick commerce and e-commerce platforms, Reliance Consumer Products largely follows the traditional approach via retail outlets and distributors.
Beyond RCPL, several other brands have stepped up their game with exciting product launches and campaigns. PepsiCo India expanded its hydration portfolio by introducing Gatorade in Jammu & Kashmir, available in three flavours—Blue Bolt, Orange, and Lemon. Meanwhile other brands like Mirinda, Mountain Dew and many others too went big on their ad campaigns. Legacy brand Rasna entered the season with a fresh marketing push for its latest offering, Rasna Rich. Adding to the buzz, Parle Agro’s Appy Fizz introduced Vicky Kaushal as its new brand ambassador with the campaign - ‘The One, The Only’.
Elaborating on the Rs 10 pricing strategy, Khambatta shares, “The Rs 10 price segment has emerged as a sweet spot, driving demand. In response, we’ve launched the Rs 10 Rasna Rich pack, which makes three glasses—bringing the cost down to just Rs 3 per glass, far lower than the market average of Rs 10- Rs 20. Furthermore, quick commerce is reshaping the market, and we’re already available on major quick commerce platforms. This year, we introduced Rasna Rich, a first-of-its-kind powder concentrate that is richer, thicker, and tastier, available in seven flavours, including mango, orange, and guava.”
“Campa Cola has lowered the entry barrier for price-sensitive Indian consumers, potentially influencing buying decisions and prompting a shift in brand consideration and loyalty from Coca-Cola and Pepsi. If executed strategically, Reliance could not only challenge these global giants with its vast supply chain network but also force them to play catch-up,” opines Guru Mishra, Senior Vice President - Media, RepIndia. “Major players like Coca-Cola, PepsiCo, Dabur, and ITC are already countering Campa Cola’s disruption by leveraging their strong communities and loyal customer base. Additionally, partnerships with popular sports, pop culture trends, influencers, and creative content strategies play a key role in engaging young audiences and strengthening brand affinity,” he adds.
“Reliance has shaken up the soft drink market with Campa Cola’s Rs 10 price point, undercutting competitors by 30-40%. This strategy is especially effective in price-sensitive Northern and Eastern India, where 35% of consumers are drawn purely by its affordability,” notes Suryavamshi.
FROM HALF-TIME TO ANYTIME
The Coca-Cola vs. Pepsi rivalry extends beyond pricing into bold marketing, celebrity endorsements, and cultural moments. While Coca-Cola’s campaigns focus on emotion-driven storytelling, Pepsi thrives on witty comebacks. The battle recently escalated with Coca-Cola’s ‘Halftime’ ad, only for Pepsi to counter with ‘Anytime is Pepsi Time.’ Developed by Havas India, Pepsi’s campaign cleverly rebranded the Times of India as ‘Any Times of India’, instantly sparking nostalgia for its iconic 1996 ‘Nothing Official About It’ campaign, which had famously outshined Coca-Cola’s official Cricket World Cup sponsorship.
“We are doubling down on innovation, activations and consumer engagement. This year, we’ve kicked things off with high-impact campaigns, including Mountain Dew’s latest TVC with Salman Khan and Hrithik Roshan, Mirinda’s vibrant Holi film, and the buzzworthy Pepsi ‘Anytime’ campaign that sparked conversations across print, Digital, and social platforms. With a strong supply chain and expanded production, we’re ensuring seamless availability. This summer will be packed with high-energy activations, digital storytelling, and strategic partnerships. Expect bold innovations and culturally relevant rollouts as we make this season bigger, bolder, and more refreshing than ever,” shares a PepsiCo India Spokesperson.
BEYOND COLA
In the sweltering Indian summers, while cola giants like Coca-Cola and Pepsi dominate the carbonated beverage market, brands such as Amul, Dabur, and Mother Dairy have carved out their own niches by focusing on health-oriented and traditional refreshment options. These brands have effectively positioned themselves as summer staples by aligning their product offerings with the evolving preferences of Indian consumers, who are increasingly seeking healthier and culturally resonant refreshment options.
“We are not part of that price war at all. We’ve always offered our beverage at Rs 10, and we position ourselves as a healthy drink,” says Manish Bandlish, Managing Director, Mother Dairy Fruit & Vegetable Pvt. Ltd. Emphasising their distinct market positioning, he adds, “I don’t need to compete with the colas of the world—let them fight among themselves. We belong to a completely different category, one focused on health, and consumers will perceive us accordingly.”
Confident in their existing strategy, he further states, “Our Rs 10 price point portfolio is already extremely robust. If anything, other brands are following us, not the other way around. We don’t need to make any adjustments—we’ve been in this space for a while and know how to make a Rs 10 product both profitable and sustainable.”
“A prolonged and intense summer would be beneficial for our summer-centric products, particularly beverages and glucose. We have already built an inventory at both the retail and stockist levels,” shares Mohit Malhotra, CEO, Dabur India Limited. Dabur has been steadily expanding its rural footprint, now reaching over 131,000 villages. “Syndicated data confirms that Dabur’s rural distribution has grown the most among FMCG peers, giving us a distinct advantage and helping us capitalise on improving rural consumer sentiment. We have also increased the number of Yoddhas servicing rural markets to over 15,000. With total reach expanding to 8.4 million outlets and direct reach at 1.5 million, Dabur is strengthening its presence in smaller markets,” he adds.
To further drive demand, the company has introduced affordable, rural-specific packs across categories and ramped up consumer activations, ensuring that consumers in hinterlands can experience our products firsthand. Additionally, Dabur has expanded capacity at its beverage plants in Pantnagar, Indore, and Jammu to gear up for the peak summer demand.
Akshali Shah, Executive Director, Parag Milk Foods highlights that the growing preference for high-protein and clean-label dairy is shaping Parag Milk Foods’ portfolio. “From Avvatar Performance Whey for fitness-conscious individuals to Pride of Cows single-origin milk for purity-seeking consumers, we are catering to diverse nutritional needs.”
Speaking about their beverage segment, she adds, “Under our Gowardhan and Go brand, we differentiate our beverages, lassi, curd, and buttermilk, by focusing on authentic taste, high-quality dairy, and functional benefits. With summer fuelling demand for refreshing yet nutritious drinks, Lassi and Buttermilk offer the perfect balance of taste and hydration, made from the finest milk for a rich and creamy texture.”
As temperatures soar, so does the competition in India’s beverage market, with brands pulling out all stops to stay ahead. From aggressive pricing battles to high-impact marketing spends, this summer is shaping up to be one of the most intense yet. It’ll be interesting to see who will emerge as the ultimate thirstquencher in this heated showdown.
