Both Pepsi and Coke have launched identical promotions in Chennai featuring the local favourite `dosa'. Have a dosa and take a Pepsi free, scream the posters in some restaurants, while other restaurants offer a Coke free with a dosa.

This apparently is the beginning of a regional promotional war between the two traditional rivals who have been battling for supremacy in the Indian soft drinks market.

Speaking to The Financial Express, Pepsico India Holdings general manager Venkat Shankar said: "The promotional campaign we are running in Chennai is basically aimed at promoting the idea of consuming a softdrink with Indian food. Unlike the West, where soft drinks are largely consumed with food, in India this concept has still not taken off very well and that is why we have started this promotion."

Coca Cola India also has a similar plan. "Promotion of Coca-Cola owned brands through food outlets is a major part of our campaign for the year. Associating soft drinks as a food supplement is the concept that we are promoting," a spokesperson said. Pepsi has a simultaneous kebab festival running and the company has also tied up with outlets like Hot Breads for the promotionals.

Coke, on the other hand, seems to be concentrating on traditional foods like dosas, at the moment. Already the company has a tie-up with Pizza Corner, the pizza chain.

While Pepsi is running the promotional campaign in select outlets for a short time, Coke apparently is looking for a long-term association along the lines of the association with Pizza Corner. According to Coke officials, the company has already tied up with 22 outlets inthe city on a year-round free Coke offer. Pepsi, on the other hand, has plans for a short-term association more on the lines of a promotional campaign.