lace the old and conservative with the new and youthful and there�s bound to be fireworks. Coca-Cola and PepsiCo are no different. Coca-Cola was invented in 1886, and though Pepsi followed just 12 years later it holds itself to be a young, irreverent brand when compared to the traditional, slightly laid back Coke. In India, as is the case the world over, Pepsi�s pre-occupation with its image hasn�t got in the way of its taking potshots at Coke. Nothing has stopped Coke from returning the favour (through its flanker brands, of course). Year after year the cola giants have sparred with words and attacked each other. Their advertising has lampooned each other�s ideas, brands and brand ambassadors.

Surprisingly, there is no trace of the traditional rivalry this year. "Pepsi has been relatively silent compared to its usual decibel level," points out Rajiv Agarwal, managing director and chief executive officer, Bates India. "Over the years, both Pepsi and Coca-Cola have done exciting advertising in their own space and whenever they get a chance they take potshots at each other." ... more