As 2025 winds down, India’s advertising sector continues to flex its creative muscles leaning into long-form storytelling, AI-led ideas, memeverse humour, emotional narratives, and sequels to last year’s breakout hits. In its annual review, IMPACT is unveiling the Top 75 Campaigns of 2025, celebrating the work that shaped industry conversations this year.
Ranked No. 53 is PepsiCo India’s cheeky response to its rival’s latest messaging, a light, humorous video that turns everyday banter into sharp brand commentary.
The film features two friends watching a sports match, a cooler full of Pepsi bottles at arm’s reach. As the players tire on screen, one friend jokes that they probably need a drink break. The other immediately quips, “Half Time ka wait karo,” a playful dig at Coca-Cola’s “Half Time” campaign.
The duo exchanges a knowing laugh, subtly framing Pepsi as the drink for “Anytime”, not just marquee sports moments.
Coca-Cola had launched its “Half Time” campaign during the ICC Champions Trophy. Pepsi’s counterplay reframes the conversation positioning refreshment as spontaneous, unrestrained, and part of everyday life.
The campaign was crafted by Havas Creative India, led by Anupama Ramaswamy, Chief Creative Officer & Joint MD.
For this year’s list, the IMPACT editorial board reviewed hundreds of campaigns, assessing them on narrative clarity, creative craft, cultural relevance, originality, production quality, execution, and overall impact.
As the countdown to 2026 begins, IMPACT will continue to highlight the ideas and innovations that defined India’s advertising landscape in 2025.
