PepsiCo is poised to change advertising agencies in India for the first time in 18 years, according to local reports.

The Economic Times reported yesterday (9 August) that the drinks company has opened up pitching for the advertising account for its non-cola brands in the country to five agencies. PepsiCo has used India's largest ad agency, JWT, for the past 18 years.

A report in the Indian paper cites an unnamed source as saying that PepsiCo is loathe to put "all eggs in the same basket". The source also said: "Competition no longer means only Coke."

The paper also suggested that it was an open secret that Pepsi had been unhappy with the advertising output of late from JWT for its products. This "open secret" was not elaborated on, however.

JWT managing partner Rohit Ohri was cited as saying: "The pitch for the flavour brands is a larger portfolio management-linked decision. PepsiCo has been and will continue to be a very special relationship for us."

A decision on which agency will get the account is expected in October, the paper reported.

No-one was available at PepsiCo to clarify the reports when contacted by just-drinks today (10 August).