The document summarizes the Coke and Pepsi rivalry in India from the 1970s to present. It describes how both companies entered the Indian market in the 1990s after Coke's initial exit due to government policies. It outlines the companies' advertising strategies targeting youth as well as Indian culture. It also discusses controversies around pesticide usage and spoof ads attacking each other. Both companies heavily endorsed celebrities and cricketers. The rivalry involved espionage, hiring away employees, and pressuring bottlers in unethical ways. Going forward, more advertising events and widening product portfolios are expected, with continued unethical practices potentially.