In the realm of consumer products, certain items may not be omnipresent but can still achieve ubiquitous status, seamlessly integrating into daily life across diverse geographies and cultures. Beverages, particularly soft drinks, exemplify this phenomenon. Major brands like Coca-Cola and Pepsi are recognisable from the sands of the Kalahari Desert to the icy peaks of Alaska, symbolising global reach and adaptability. In India, the soft drink market is fiercely competitive, with Pepsi currently holding a slight edge over Coca-Cola, despite Coca-Cola’s position as the world’s largest soft drink producer. This rivalry for market dominance has led to a spectacle of innovative marketing strategies, with Indian consumers witnessing a variety of promotions and stunts by both brands. Both companies bring their aggressive marketing approaches from the U.S. and Europe, adapting their tactics to fit the Indian context, which continually evolves as consumers and cultural landscapes change.