Mother Dairy, a leading dairy brand in India, took a humorous dig at the ongoing cola wars with a clever social media post on March 10, 2025. The post subtly referenced Coca-Cola’s ‘Halftime’ and Pepsi’s ‘Anytime’ campaigns, branding milk as a drink for a lifetime. The witty marketing move quickly gained traction online, sparking discussions about the timeless appeal of milk.
The ongoing rivalry between Coca-Cola and Pepsi took an unexpected turn when Mother Dairy, one of India’s leading dairy brands, jumped into the cola wars with a clever marketing move. Known for providing fresh dairy products, Mother Dairy used its social media presence to subtly challenge the cola giants by branding milk as a drink for a lifetime.
The viral post, which gained widespread attention online, playfully referenced Coca-Cola’s ‘Halftime’ and Pepsi’s ‘Anytime’ campaigns, stating that milk is a beverage meant for “Lifetime.” With a simple yet impactful message, the company reminded consumers that while soft drinks may come and go, milk remains a staple choice across generations.
The caption of the post read: “Tasty, healthy, delicious every time.” The creative approach quickly resonated with netizens, sparking a conversation about the nutritional benefits of milk versus carbonated drinks.
This marketing move came shortly after Pepsi’s ‘Anytime is Pepsi Time’ campaign was launched, directly taking on Coca-Cola’s ‘Halftime’ campaign for the upcoming Champions Trophy 2025. Many social media users likened Mother Dairy’s witty response to Pepsi’s legendary 1996 “Nothing Official About It” campaign, which took a jab at Coca-Cola’s official sponsorship of the Cricket World Cup.
With this strategic move, Mother Dairy successfully positioned milk as an evergreen alternative to soft drinks while engaging in the ongoing brand battle between cola giants. As the post continues to gain traction, it highlights the power of creative branding and the impact of humor in marketing strategies.