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Youth-centric beverage brand <keyword id="44672" type="General" weightage="100" keywordseo="pepsi" source="Orion">Pepsi</keyword>, on Tuesday made a blockbuster announcement that it has signed megastar <keyword id="17966" type="General" weightage="80" keywordseo="yash" source="Orion">Yash</keyword> as its brand ambassador. Yash, who shattered all geographical boundaries to become a force to reckon with, has had a hugely successful run at the box office. Sharing his excitement on coming on board as Pepsi's ambassador, the Superstar said, "I am exhilarated to engage with Pepsi and join them as the face of the brand. I believe in living life to the fullest, making the most of each moment, and following my passion unabashedly, which is synonymous with Pepsi's philosophy. A collaboration as exciting as this is a great way to start the new year, and I can't wait for my fans to see me in an all-new avatar!" Pepsi has constantly reinvented and innovated itself to be a part of the cultural fabric of India. Yash, on the other hand, has been lauded for his fearless and bold persona in Kannada cinema and enjoys a massive fanbase across the nation. This blockbuster collaboration is all set to enthrall consumers this summer. Commenting on the association, <keyword id="13127886" type="General" weightage="50" keywordseo="saumya-rathor" source="Orion">Saumya Rathor</keyword>, Category Lead, Pepsi Cola, <keyword id="110163" type="General" weightage="50" keywordseo="pepsico-india" source="Orion">PepsiCo India</keyword>, said, "We are thrilled to join hands with <keyword id="2646227" type="General" weightage="50" keywordseo="rocking-star-yash" source="Orion">Rocking Star Yash</keyword>, a name that truly defines the spirit of fearlessness and living life on your own terms - something that Pepsi consumers resonate strongly with. Yash brings a strong connection and influence over the youth that cuts across geographies. Yash will be instrumental in deepening consumer connections as we look to expand the brand's footprint. We are excited for Pepsi's journey in 2023 as we gear up to showcase the actor in an all-new avatar which is bound to leave fans pumped!" The collaboration was ushered in by Yash as he posted a video of him on Instagram taking a swig from a chilled Pepsi bottle confirming his love for the brand with his family of over 13 million followers as he says, "I love you, Pepsi!" SEE ALSO: <a href="https://www.businessinsider.in/finance/banks/news/axis-bank-q3-net-profit-grows-62-yoy-to-5853-crore-beats-expectations-even-as-provisions-and-slippages-rise/articleshow/97254942.cms">Axis Bank Q3 net profit grows 62% YoY to ₹5,853 crore, beats expectations even as provisions and slippages rise</a> <a href="https://www.businessinsider.in/business/corporates/news/amazon-launches-dedicated-air-cargo-service-for-faster-deliveries-in-india/articleshow/97246478.cms">Amazon launches dedicated air cargo service for faster deliveries in India</a> <a href="https://www.businessinsider.in/business/corporates/news/rils-q3-net-profit-stays-flat-at-15792-crore-retail-and-jio-deliver-while-o2c-drags-due-to-weak-demand/articleshow/97179878.cms">RIL’s Q3 net profit stays flat at ₹15,792 crore – retail and Jio deliver, while O2C drags due to weak demand</a>

'I love you, pepsi', says Superstar Yash as he becomes Pepsi's brand ambassador

<ul><li>7UP unveils its latest campaign in its ‘Think Fresh’ series.</li><li>In the new <keyword id="13019776" type="General" weightage="20" keywordseo="7up-campaign" source="Orion">7UP campaign</keyword>, brand mascot <keyword id="598142" type="General" weightage="80" keywordseo="fido-dido" source="Orion">Fido Dido</keyword> comes up with a ’Fresh’ solution to an everyday problem.</li></ul>Ringing in the new year with a brand-new campaign, 7UP, the clear refreshing drink has come up with a thought-provoking yet very witty and fun campaign. The central concept of the brand campaign launched today as part of 7UP’s ‘Think Fresh’ series, is to address everyday curveballs/googlies through a fun and playful attitude. The quirky brand campaign features the much-loved, curly-haired <keyword id="13019777" type="General" weightage="20" keywordseo="7up-mascot" source="Orion">7UP mascot</keyword> Fido Dido who looks at turning life’s googlies into opportunities and encouraging today’s youth to not be frustrated with daily problems. The campaign opens with a man who’s sitting in the ladies’ section of a bus and pretends to fall asleep as soon as he sees a young girl enter the full bus takes a swift swig of 7UP and comes up with a fresh solution. In a ‘Think Fresh’ move, Fido is then seen near the man’s window where he drops a toy snake into the man’s lap. Feeling something on his lap, the man is startled, jumps out of the seat, and as a result vacates it, much to the young girl’s surprise and advantage. <div type="Youtube" id="ujIsVwDQOzY" title="Fido &amp; 7up save the day! #ThinkFresh (Hindi)" thumbUrl="https://i.ytimg.com/vi/ujIsVwDQOzY/mqdefault.jpg"></div> Speaking about the new campaign, <keyword id="4812953" type="General" weightage="20" keywordseo="naseeb-puri" source="Orion">Naseeb Puri</keyword>, Senior Marketing Director, Flavors, <keyword id="110163" type="General" weightage="20" keywordseo="pepsico-india" source="Orion">PepsiCo India</keyword>, said: “7UP, our clear refreshing drink instigates youth to ‘Think Fresh’ to address the various life’s curveballs with a cool mind &amp; smart thinking. The new campaign throws light on the many tricky situations that we face every day… and Fido Dido, with his quick-wit and fresh thinking demonstrates that that no matter which curveball comes one’s way, keeping a cool mind will ensure one finds a ‘Fresh’ way to emerge on top and win in this evolving reality. I am confident that our new bold, tongue-in-cheek campaign will resonate strongly with our consumers.” The 7UP® campaign will be amplified across TV, digital, outdoor, and social media with a 360-degree campaign. 7UP is available in single/multi-serve packs across traditional and modern retail outlets as well as on select e-commerce platforms.

7UP's mascot Fido Dido shows how to convert life’s googlies into opportunities in a new ad

<ul><li>YouTube today released the year 2021’s top 10 most-watched ads in regional languages. </li><li>The annual regional ads leaderboard features ads across six languages – Marathi, Telugu, Bangla, Punjabi, Tamil, Kannada – and represents a mix of both national and regional marketers across industries. </li><li>This listing reinforces the increasing adoption of digital by brands to engage with this large and growing consumer base to unlock growth.</li></ul>YouTube today released the year 2021’s top 10 most-watched ads in regional languages. The annual regional ads leaderboard features ads across six languages – Marathi, Telugu, Bangla, Punjabi, Tamil, Kannada – and represents a mix of both national and regional marketers across industries. With nearly half of all India internet users preferring content exclusively in regional languages, YouTube is the number one platform for accessing videos in regional languages. This listing reinforces the increasing adoption of digital by brands to engage with this large and growing consumer base to unlock growth. <keyword id="2097999" type="General" weightage="20" keywordseo="sapna-chadha" source="Orion">Sapna Chadha</keyword>, VP, Marketing, India &amp; South East Asia, <keyword id="6355629" type="General" weightage="20" keywordseo="google" source="Orion">Google</keyword>, said, “With the rapid expansion of internet users over the past few years, YouTube is helping connect viewers to a diverse tapestry of helpful content. One of the hallmarks of this is the variety of languages users access content in. Today, an overwhelming 93 per cent of YouTube viewers prefer to watch content in an Indic language of their choice. Increasingly, brands are responding to the importance of their consumers’ language preferences and creating engaging advertising in these to enhance their connect. In prioritizing for language, businesses are thus not just creating customer delight but also achieving better business outcomes.” Describing the thinking behind the Bengali language ‘Live Life in Colour’ series for Sunlight, Nitish Bhalotia, GM Fabric Cleaning, <keyword id="44863" type="General" weightage="20" keywordseo="hul" source="Orion">HUL</keyword>, said, “With a legacy of over 125 years, Sunlight is an immensely loved brand in West Bengal, where almost 8 out of 10 households purchase it during the course of a year. With our new purpose – encouraging people to “Live Life in Colour – we decided to launch a series of YouTube-only music videos during the most important moments of the Bengali festive calendar. The first was the Jiboner Rong campaign during the Pujos in 2020, and its enormous success led us to launch Boishakhi Rongeen during Poila Boishakh (Bengali New Year). For both these films, we worked with well known and new talent from the Bengali film and creative industry and the content became viral in no time. More than the numbers, we received immense love from consumers who appreciated us capturing the essence and spirit of Bengal with visual storytelling, music, and colour. Not surprisingly, post these campaigns, there’s been a sequential improvement in sales growth, market share, and in the number of households buying Sunlight.” Speaking about their campaign, <keyword id="193324" type="General" weightage="20" keywordseo="vineet-sharma" source="Orion">Vineet Sharma</keyword>, Category Director-Mountain Dew® &amp; Sting®, <keyword id="110163" type="General" weightage="20" keywordseo="pepsico-india" source="Orion">PepsiCo India</keyword>, said, “With the increasing digitization and smartphone adoption, there is an appetite for regional content and that has given brands an opportunity to connect with their audience in their preferred language across different markets. With localized creative storytelling, we focused on creating a consumer connection with our regional audience and increase brand relevance in our core markets. Sting’s association with YouTube has helped us amplify messaging effectively and the success of Energy Bole Toh Sting campaign is reflective of the brand love and impactful consumer engagement through local storytelling.” YouTube’s Most-watched Regional Language ads in 2021 Mumbai Indians Aaplya Family Cha | Official Marathi TVC Brand: Mumbai Indians Language - Marathi Views: 661,156 <div type="Youtube" id="dkhw39Zm6MM" title="Mumbai Indians Aaplya Family Cha | Official Marathi TVC" thumbUrl="https://i.ytimg.com/vi/dkhw39Zm6MM/mqdefault.jpg"></div> Rapido Bike-Taxi | Smart Ho Toh Rapido | Guru at a Salon | Allu Arjun | Brand: Rapido Bike - Taxi Language - Telugu Views: 1,230,759 <div type="Youtube" id="YU7oOKj7cUQ" title="Rapido Bike-Taxi | Smart Ho Toh Rapido | Guru at a Salon | Allu Arjun | Telugu" thumbUrl="https://i.ytimg.com/vi/YU7oOKj7cUQ/mqdefault.jpg"></div> Sunlight Boishakhi Rongeen Brand - SVF Language - Bangla <div type="Youtube" id="TmEq0B_mGJk" title="Sunlight Boishakhi Rongeen(বৈশাখী রঙিন)|Dhrubo Banerjee |Ushashi |Alaknanda |Adrija |Amit-Ishan |SVF" thumbUrl="https://i.ytimg.com/vi/TmEq0B_mGJk/mqdefault.jpg"></div> Sting Brand - Sting Energy Drink India Language - Punjabi Views - 3,766,070 <div type="Youtube" id="MizPsSeozkQ" title="Sting TVC Punjabi 2021" thumbUrl="https://i.ytimg.com/vi/MizPsSeozkQ/mqdefault.jpg"></div> TUCKER MASALA Brand - Tucker Masala Language - Tamil Views - 1,066,181 <div type="Youtube" id="jF92rXEnn9c" title="TUCKER MASALA | டக்கர் மசாலா - TVC - Jingle" thumbUrl="https://i.ytimg.com/vi/jF92rXEnn9c/mqdefault.jpg"></div> Kasha astat hya bayka | Cottonking | Bhau beej Brnad - Cottonking Official Language - Marathi Views - 533,885 <div type="Youtube" id="2zW1z081xgQ" title="कशा असतात ह्या बायका | Kasha astat hya bayka | Cottonking | Bhau beej" thumbUrl="https://i.ytimg.com/vi/2zW1z081xgQ/mqdefault.jpg"></div> Prepare for JEE/NEET with Sri Chaitanya’s expert faculty on <keyword id="18635" type="General" weightage="20" keywordseo="amazon" source="Orion">Amazon</keyword> Academy Brand - Amazon Academy Language - Telugu Views - 559,015 <div type="Youtube" id="OHv9NtY_2dA" title="Prepare for JEE/NEET with Sri Chaitanya’s expert faculty on Amazon Academy (Telugu)" thumbUrl="https://i.ytimg.com/vi/OHv9NtY_2dA/mqdefault.jpg"></div> Circle of Life - A Pavement Dweller's Journey for Identity | Beyond Banking | Equitas Bank Brand - Equitas Small Finance Bank Language - Tamil Views - 328,147 <div type="Youtube" id="8-bp73VseoY" title="Circle of Life - A Pavement Dweller's Journey for Identity | Beyond Banking | Equitas Bank" thumbUrl="https://i.ytimg.com/vi/8-bp73VseoY/mqdefault.jpg"></div> What is the true Taste Of Success for Sonu Sood? Brand - Royal Green Language - Telugu Views - 511,551 <div type="Youtube" id="DGXZQ69WeaA" title="What is the true Taste Of Success for Sonu Sood? - Telugu" thumbUrl="https://i.ytimg.com/vi/DGXZQ69WeaA/mqdefault.jpg"></div> Ola Autovina Home Delivery! Brand - Ola Language - Kannada Views - 295,751 <div type="Youtube" id="42NdA4O4QKk" title="Ola Autovina Home Delivery! | Kannada Brand Film | ಓಲಾ ಆಟೋನ ಹೋಂ ಡೆಲಿವರಿ" thumbUrl="https://i.ytimg.com/vi/42NdA4O4QKk/mqdefault.jpg"></div>

Here are 2021’s most-watched regional language ads on YouTube

<ul><li><keyword id="527314" type="General" weightage="20" keywordseo="snacking" source="Orion">Snacking</keyword> has become an important part of our work-from-home routine and many FMCG brands have witnessed an uptick in packaged food products like biscuits, cookies and chips.</li><li>We speak to <keyword id="12061512" type="General" weightage="20" keywordseo="shailja-joshi" source="Orion">Shailja Joshi</keyword>, Associate Director, <keyword id="206441" type="General" weightage="20" keywordseo="potato-chips" source="Orion">Potato Chips</keyword> Category, <keyword id="110163" type="General" weightage="20" keywordseo="pepsico-india" source="Orion">PepsiCo India</keyword> to understand how the last 1.5 years have been for the brand, what kind of trends it has witnessed and how it is pivoting its strategies to meet its consumers' rapidly evolving needs and preferences.</li></ul>The pandemic has brought about a huge change in the way we live, work, or even snack. While stuck at home, the time we spend with our families have become important. And snacking has become an important part of that time spent at home. There has been a visible increase in in-house consumption of processed and packaged foods including biscuits to chips, anything that people could munch on while working from home, playing board games or simply while Netflix and chilling. In fact, it is not just consumers from metros or Tier II and III cities who started snacking more, even rural consumers are riding on the trend, according to reports. <keyword id="54572" type="General" weightage="20" keywordseo="pepsico" source="Orion">PepsiCo</keyword>’s Lay’s is a product that is almost synonymous with the chips category in India. Over the last few years, Lay’s has been focusing a lot on localization to continue to stay relevant for the Indian consumers. The way it reaches out to its consumers has also evolved. The brand which gives a lot of importance to social listening recently launched special ‘@ Home’ packs based on the insight that people were snacking more at home. A lot of its strategies are paying off too as PepsiCo reported double-digit growth in India in Q2 despite the second wave of the pandemic. PepsiCo's reported that its snacks unit volume reported double-digit growth in India and Pakistan. We recently spoke to Shailja Joshi, Associate Director, Potato Chips Category, PepsiCo India to understand how the last 1.5 years have been for the brand, what kind of trends it has witnessed and how it is pivoting its strategies to meet the requirements of rapidly evolving consumer preferences. Excerpts: Q) Walk me through the last 1.5 years. How have things been for brand <keyword id="1380276" type="General" weightage="20" keywordseo="lays" source="Orion">Lay's</keyword>? Over the last 1.5 years, we witnessed a paradigm shift in the business landscape. The exceptional times gave birth to a new reality – new behaviors emerged, consumption patterns evolved, and brands had to re-think and re-evaluate strategies to adapt to consumer disposition. In the last year, in-home consumption grew as ‘home’ became the new social hub; affordability and accessibility became key factors for consumer decisions across categories; and consumers started choosing brands which rose to the occasion at hand. Our strategy for Lay’s over these past months was guided by three key consumer truths–firstly, consumers were becoming increasingly value-conscious; secondly, they were seeking innovative brand offerings that were in line with their evolving preferences; and lastly, they were gravitating towards brands that were willing to ‘Solve, Not Sell’ and lead with purpose in these challenging times. We pivoted our plans and worked towards bringing joy as well as value to our consumers. These insights formed the foundation for all our campaigns in the recent months, including – <ul><li>Lay’s Heartwork campaign, wherein we extended support to the community by creating a narrative of gratitude.</li><li>The PepsiCo India x Airtel Promo, wherein we leveraged data as the key currency to deliver value. </li><li>#YehWaalaYaadRahega campaign, wherein we introduced new, limited-time offerings - Lay’s Herby Crush and Lay’s Cheesy Love – which were formulated basis consumers’ flavour preferences.</li></ul>All in all, it’s been an eventful year for the brand – complete with distinct offerings and innovative campaigns that were loved by consumers. Q) Being locked at home made all of us snack more. How did you capitalize on this trend? As people continue to remain indoors in light of the ongoing times, there has certainly been an uptick in at-home consumption. Robust and in-depth research showed us that with increased time spent at home, as work-from-home, celebrations and entertainment move indoors - such as friends’ get-togethers, movie watching and other occasions -there has been a surge in consumer demand for large packs. In line with this insight, we introduced the new, large-sized Lay’s ‘@ Home’ packs to be the perfect companions for our consumers in all their experiences ‘at home’– be it work or leisure. We leveraged four distinct moments that consumers are experiencing at home –including ‘Work At Home’, ‘Movie Watching At Home’, ‘Adda At Home’ and ‘Weekend Outing At Home’ – and curated a pack for each occasion. These packs have been strategically launched in larger sizes (priced at INR 50 and INR 85) to encourage sharing amidst at-home celebrations. Going forward as well, we feel that consumers will continue to seek the company of their favourite snacks, resulting in a continued upsurge for in-home demand, especially as they stay indoors or work from home in these challenging times. Q) What is Lay's current brand proposition? Lay’s believes in filling the world with joy for one and all. The brand celebrates the joy that is unlocked when friends and dear ones come together over their much-loved packs of Lay’s. This proposition is the common theme that runs across our recent campaigns – including ‘Lay’s Khol’ for our partnership with Airtel, ‘What’s Your RelationCHIP Status’ for the launch of Lay’s Herby Crush and Lay’s Cheesy Love, and most recently, ‘Ghar Par Lay’s, Always!’ for the introduction of our new, large-sized ‘@ Home’ packs. Q) How has your messaging evolved over the years? Since it is a product that appeals to all age groups, how do you make your communications relevant for this wide spectrum of audience too? Since its launch in 1995, Lay’s has established itself as a youth-centric brand that is widely-loved across the nation for its irresistible taste and unique flavours. ‘Irresistibility’ continues to be the functional benefit that we dial up in all our innovations. Our campaigns over the years have aimed at amplifying the emotional attributes of the brand via a strong storytelling approach. As consumers showered the brand with love for its distinct, delicious flavours, Lay’s also established itself as a popular name in every Indian household through campaigns and taglines that created an emotional connect such as ‘No One Can Eat Just One’, ‘What’s The Program?’, ‘Fight For Your Flavour’, and ‘Dilogical’. More recently as well, with campaigns like ‘Smile Deke Dekho’ and ‘Heartwork’, our attempt was to share the Lay’s story with consumers through all relevant touchpoints and thereby, humanize the brand in the process. Lay’s is a brand that is loved and consumed by people across age groups, however, at the heart of our brand strategy is a youth-centric and trendy brand. Q) Chips as a category is a very physical product, something that people would pick up when they see them stacked on shelves in shops/malls. How have you then made yourself attractive for consumers even on digital platforms, to make sure Lay's became a part of all shopping baskets? The recent times have brought about a significant change in consumer buying behaviour – a large section of consumers are now making a significant amount of purchases online, and we foresee this as a change that is here to stay. With this shift towards e-commerce and digital purchasing, the phenomenon of ‘Zero Moment of Truth’ becomes even more critical for brands –pushing marketers to think of innovative ways to make all key information about their products easily accessible and attractive for the digital consumer. For us, our packs are the primary consumer touchpoint and hence, our biggest asset. We have been experimenting with unique packs innovations – placing them at the heart of all our recent campaigns and communications. Right from the Lay’s Smile packs in 2019 and Lay’s ‘@ Home’ packs in 2021, to special digital packs for Lay’s Heartwork and Lay’s Khol in 2020, we have leveraged our packaging as a medium to communicate with our audience and thereby, forge a connection with them beyond the shelf. While digital penetration has gone up and consumers continue to look for products that are readily available, they also seek great quality and value in their purchases. This places the spotlight on e-commerce platforms, where we have adapted our play according to these consumer needs. For instance, with our partners on e-commerce such as Grofers, Big Basket, etc, we have not just invested to be present in the D2C channels, but have also strengthened our presence – in terms of assortment and visibility. Q) With more and more people moving towards healthy products, how are you making your products more relevant for the health-conscious? Lockdown and its implications placed consumers in situations that they had never seen before – inducing numerous changes in their lifestyles. Amongst these many changes were increased consumer awareness and a growing preference to switch to a healthier lifestyle. At PepsiCo India, we continue to stand committed to constantly transforming our product portfolio by introducing healthier choices, thereby, catering to our consumers who are on different stages of their health and nutrition journeys. We are also innovating and growing our nutrition portfolio to address consumers’ needs. We are targeting the breakfast and in between meals needs through our Tropicana and <keyword id="302586" type="General" weightage="20" keywordseo="quaker" source="Orion">Quaker</keyword> portfolio. Within these, we are innovating with local flavours to make the products more palatable for Indian consumers. Q) Which marketing mediums are the most important for Lay's? How important is UGC for you, since we have seen Lay's being a part of a lot of work done by content creators, a lot of which is done organically. As per a recent report by leading social media management platform, Hootsuite, there continues to be a rapid increase in digital adoption, with the number of social media users globally fast approaching another impressive milestone. Keeping in mind how consumers today are exploring digital and social media as their sources of both - entertainment and information, we have been maintaining a strong focus on digital media as a key marketing platform for Lay’s. Our focus is on understanding where consumers are and what they are seeking through active social listening. We follow this up by creating insight-driven strategies that are structured to deliver social impact. For instance, moment marketing is big for us, as we view it as an opportunity to facilitate continued and relevant dialogues with our consumers online. Some recent examples are our creative posts for Raksha Bandhan, Independence Day, Eid and World Emoji Day. Additionally, we also focus on leveraging trending, innovative formats. Lay’s was amongst the first brands to use Instagram Reels, and we recently launched an AR filter as part of Lay’s ‘What’s Your RelationCHIP Status’ campaign around Valentine's Day. Following the recent expansion of the influencer marketing industry in India, Lay’s is also amongst the leading brands to have worked extensively with content creators – including celebrities, macro as well as micro influencers. Post the success of our influencer engagement during the Lay’s Smile Deke Dekho campaign, we have created an army of content creators, whom we call ‘Friends of Lay’s’. These are bloggers and influencers who share a deep affinity for the brand, and we make sure that we connect with them as part of all our campaigns. This collaborative approach has resulted in brand Lay’s engaging with more than 4000 micro influencers over the last 2 years, resulting in incremental organic reach and conversations for the brand across social media platforms. Q) How important has localization been for Lay's? We strongly believe that India is not one, but is instead made up of ‘many Indias’ coming together – each part having its own unique culture and taste palate. As one of the most loved snack brands in the country, Lay’s has been focused on curating offerings that suit this wide array of flavour palates that exist at every few kilometers in India. A recent example of our localization strategy is the introduction of Lay’s Wafer Style for the South Indian market. Taking cue from the traditional hand-made and home-dried pappadams that are relished as part of every traditional South Indian meal, we launched Lay’s Wafer Style in ‘Salt with Pepper’ and ‘Sundried Chilli’ flavours, with the aim of tapping into this ritual that is unique to the Southern part of the country. Introduced as the perfect meal accompaniment for traditional South Indian dishes (such as sambhar rice, rasam rice, dal rice, curd rice, lemon rice, etc.),the product received an overwhelming response from our fans across Tamil Nadu, Telangana, Karnataka and Kerala. The focus on localization also reflects in our media strategy, as we continue advertising to our consumers in local languages, maintaining a connect with consumers across multiple regions. Going forward as well, we stand committed to the idea of strengthening brand Lay’s through both, relevance and distinction, by taking more familiar and local flavours to our consumers across India, whilst communicating with them in their native languages.

Here's how Lay's is transforming its products with evolving consumer preferences

<ul><li>As a part of the partnership, <keyword id="44672" type="General" weightage="20" keywordseo="pepsi" source="Orion">Pepsi</keyword> will launch limited-edition golden cans &amp; packs.</li><li>The brand has also launched a digital film featuring brand ambassador <keyword id="133664" type="General" weightage="20" keywordseo="tiger-shroff" source="Orion">Tiger Shroff</keyword>. </li></ul>With the aim of making the most of the fandom of <keyword id="128682" type="General" weightage="20" keywordseo="netflix" source="Orion">Netflix</keyword>'s immensely popular show <keyword id="6916179" type="General" weightage="20" keywordseo="money-heist" source="Orion">Money Heist</keyword>, beverage brand Pepsi and streaming entertainment service Netflix have come together for the first time in India. Ahead of the premiere of Part 1 of the series finale on September 3 on Netflix and Pepsi unveiled a limited edition set of golden cans &amp; packs inspired by the iconic series, leading up to the ultimate virtual fan party in October 2021 for all Money Heist fans. <div type="Youtube" id="OPLFMSsJ1xw" title="Pepsi Money Heist Party" thumbUrl="https://i.ytimg.com/vi/OPLFMSsJ1xw/mqdefault.jpg"></div> The golden cans and packs will feature iconic elements from the hit series - the ‘Dali mask’ and ‘Bella Ciao’. They will also serve as a golden ticket to the virtual party which will give fans access to exclusive content, bring them closer to their favorite Money Heist characters and celebrate with fans from across the country, and much more. Pepsi has also launched a high-octane digital film, shot by popular Bollywood director, Ahmed Khan, which features brand ambassador Tiger Shroff. In a never-before-seen avatar, Tiger is sent on a mission by The <keyword id="6356384" type="General" weightage="20" keywordseo="professor" source="Orion">Professor</keyword> to retrieve the missing golden cans &amp; packs. At the end of this action-packed film, Tiger successfully completes the mission and shares details of how consumers can now register for the ultimate virtual fan party by scanning the Pepsi logo. Commenting on the partnership, Saumya Rathor, Category Lead, Pepsi Cola – <keyword id="110163" type="General" weightage="20" keywordseo="pepsico-india" source="Orion">PepsiCo India</keyword> said, “Pepsi has always been a culture curator and the choice of the SWAG generation. In line with this, we have always endeavored to reach out to our audiences through moments and platforms most relevant to them. Money Heist has garnered a following of its own. The show and the effortless SWAG of its characters fit in seamlessly with Pepsi’s brand proposition. We are excited to launch the limited-edition golden cans/packs and the new digital film in the run-up to the biggest virtual fan event.” "We are thrilled to celebrate the epic fandom of Money Heist and its finale with Pepsi. The upcoming virtual fan party is where all Money Heist fans should be, and to get there, all that’s needed are Pepsi’s golden cans. We can’t wait for this incredible event - a prelude to a befitting farewell to this iconic series”, said Shilpa Singh, Director- Marketing Partnerships, Netflix India. Speaking about the film, Pepsi brand ambassador and Bollywood actor, Tiger Shroff said, “I have been a long-time fan of Netflix’s Money Heist and I love Pepsi. I was thrilled to be a part of this film that had both these elements that I adore. I had a fantastic experience while shooting for it and I hope everyone enjoys watching the action-packed sequence just as much as I enjoyed filming it.” Ahmed Khan, Bollywood Film Director said, "I am a huge fan of Netflix’s Money Heist, and directing this film was like a dream project for me. It has all the elements of a blockbuster - Tiger Shroff, a thrilling chase, Pepsi's SWAG, and lots of intrigue. I had immense fun directing this film and hope that the fans of Tiger Shroff and Money Heist enjoy Pepsi along with my take on the storyline and its characters." The limited-edition Pepsi golden cans &amp; packs come with a special QR code that will give consumers a chance to register for the much-awaited fan party to be hosted on YouTube in October 2021. Fans can also scan the Pepsi logo from anywhere – cans, packs, billboards, &amp; on the internet through the Pepsi India Instagram filter to get their golden ticket. The limited-edition cans &amp; packs are available across all modern trade outlets and select e-commerce channels till December to mark the final season of Money Heist.

Ahead of the finale launch of Money Heist, Pepsi announces partnership with Netflix, launches digital film featuring Tiger Shroff

<ul><li><keyword id="6354551" type="LOCATION" weightage="20" keywordseo="Sting">Sting</keyword>'s recent quirky campaign had its protagonist give away a phone number.</li><li>The brand received 40,000 calls on the number in 48 hours. It took this opportunity to give the callers tips on how to conserve energy in their daily lives.</li><li><keyword id="193324" type="PERSON" weightage="20" keywordseo="Vineet-Sharma">Vineet Sharma</keyword>, Category Director- <keyword id="571306" type="COMPANY" weightage="20" keywordseo="Mountain-Dew">Mountain Dew</keyword> &amp; Sting, <keyword id="110163" type="CITY" weightage="20" keywordseo="PepsiCo-India">PepsiCo India</keyword> tells us more.</li></ul><keyword id="4550079" type="COMPANY" weightage="20" keywordseo="GenZ">GenZ</keyword> is a passionate set of audience. While they are quick to dismiss anything they don't resonate with, time and again, they have proved that they care deeply about the environment and want to opt for brands that are working towards reducing waste, conserving energy and slowly moving towards greener alternatives. A recent campaign by PepsiCo’s energy drink, Sting, took a very different route to ask people to save energy. It came up with a TVC where the woman protagonist is seen giving out a certain phone number to the boy who helped her climb stairs. The brand received over 40,000 calls on the same number in just 48 hours, and Sting took this opportunity to create awareness and spread a social message on following a sustainable lifestyle and conserving energy. We thought it was an interesting marketing strategy and decided to find out the thought behind the campaign. We caught up with Vineet Sharma, Category Director- Mountain Dew &amp; Sting, PepsiCo India, who let us in on the brand’s thought behind the campaign and how it plans to further amplify its message. Excerpts: <cmsannotation type="cmsannotation" annotationid="Q) The strategy of giving away a real phone number on a TVC is pretty smart. What was your thought behind the campaign?" text="Q) The strategy of giving away a real phone number on a TVC is pretty smart. What was your thought behind the campaign?">Q) The strategy of giving away a real phone number on a TVC is pretty smart. What was your thought behind the campaign?</cmsannotation> Today’s youth is living an era full of possibilities. They recognize this fact and are looking to maximize life in each moment. Now to live such life, they need energy. With that in mind, we wanted to pick up a moment from their life and give a quirky spin to it. Sting is a mass affordable energy brand placed in young on-the-go energy uplift space which seamlessly fits in today’s youth’s lifestyle. <cmsannotation type="cmsannotation" annotationid="Q) It's been 4 years since the launch of Sting in India. What kind of reception/growth has it seen so far?" text="Q) It's been 4 years since the launch of Sting in India. What kind of reception/growth has it seen so far?">Q) It's been 4 years since the launch of Sting in India. What kind of reception/growth has it seen so far?</cmsannotation> Sting is doing very well for us as a brand. It is seeing huge reception by youth that is looking for the new age options for refreshment and energy to keep up with their ‘always-on’ life. <cmsannotation type="cmsannotation" annotationid="Q) How are you differentiating yourself in the energy drink segment?" text="Q) How are you differentiating yourself in the energy drink segment?">Q) How are you differentiating yourself in the energy drink segment?</cmsannotation> Sting is placed in the mass affordable energy segment. It is worth Rs 20 and gives you the jolt of energy you need and is available in a cool, attractive color and packaging. <cmsannotation type="cmsannotation" annotationid="Q) What was the thought behind introducing the environment angle, which one would usually not associate with a product like Sting?" text="Q) What was the thought behind introducing the environment angle, which one would usually not associate with a product like Sting?">Q) What was the thought behind introducing the environment angle, which one would usually not associate with a product like Sting?</cmsannotation> As responsible brands, we are always trying to find ways to work on things that have a positive social impact. With this commercial, the female protagonist gets completely impressed and ends up giving her number to the male protagonist. With over 40000 calls being received on the same number in just 48 hours, Sting took this opportunity to create awareness and spread a social message. We wanted to remind consumers that simple things like turning off your fan when you leave, climbing a few floors rather than using the lift every time can actually end up saving a lot of energy. <cmsannotation type="cmsannotation" annotationid="Q) How are you ensuring your product is healthy?" text="Q) How are you ensuring your product is healthy?">Q) How are you ensuring your product is healthy?</cmsannotation> The sugar content in Sting is lower than many beverages in this segment. <cmsannotation type="cmsannotation" annotationid="Q) Apart from this campaign, how else are you reaching out to consumers?" text="Q) Apart from this campaign, how else are you reaching out to consumers?">Q) Apart from this campaign, how else are you reaching out to consumers?</cmsannotation> We are currently active through TV commercials, outdoors, digital media and are engaging with the consumers through these touchpoints. <cmsannotation type="cmsannotation" annotationid="Q) Brands like Red Bull have created a strong place for themselves in the segment. How are you trying to increase your market share?" text="Q) Brands like Red Bull have created a strong place for themselves in the segment. How are you trying to increase your market share?">Q) Brands like <keyword id="28629" type="COMPANY" weightage="20" keywordseo="Red-Bull">Red Bull</keyword> have created a strong place for themselves in the segment. How are you trying to increase your market share?</cmsannotation> We are pegging ourselves in a much bigger segment of affordable energy drinks. We are seeing a huge demand in the same category and our product with an affordable price point becomes an attractive proposition for consumers to engage with.

How PepsiCo’s energy drink Sting thought of a clever way to give energy conservation tips to consumers

<ul><li>As the country continues to stay put and spend more time with their families, there is an increase in demand for snacks. </li><li><keyword id="5948549" type="PERSON" weightage="20" keywordseo="Dilen-Gandhi">Dilen Gandhi</keyword>, Sr. Director and Category Head- Foods, <keyword id="110163" type="COMPANY" weightage="20" keywordseo="PepsiCo-India">PepsiCo India</keyword> tells us how difficult the lockdown period was for <keyword id="54572" type="COMPANY" weightage="20" keywordseo="PepsiCo">Pepsico</keyword>'s <keyword id="115385" type="PERSON" weightage="20" keywordseo="Kurkure">Kurkure</keyword> and how it plans to leverage on the current rise in-home consumption for snacks.</li></ul>The pandemic-infused lockdown has affected consumers’ lifestyle and behaviours to a great extent. From what they watch to what they eat, consumers' priorities have completely changed. Albeit, it did bring along a silver lining as it gave them an opportunity to spend more quality time, reconnect and rediscover moments of togetherness with their families. Among many other things, the new normal has affected people’s snacking habits, which has now become more of a family bonding exercise than a personal activity. As a result, packaged food products like Lay’s and Kurkure -- that can be binged on while working, watching content or during weekend watch parties with your family -- have seen an uptick in demand for in-home consumption. PepsiCo’s Kurkure has not only seen its penetration in the country increase due to the lockdown, consumers are also ordering it more frequently and in larger packs. According to Kurkure’s recent study, 80% of the families surveyed have started snacking together. It has become a family bonding activity during these challenging times. To leverage the rising demand for in-home snacking, Kurkure launched a campaign earlier this month to capture how Indian families share an amazing bond in their own ‘atpata’ and ‘chatpata’ ways. <div type="Youtube" id="kf5UmRc3PYA" title="An Ode to Chatpati Indian Families | #ChatpataShukriya" thumbUrl="https://i.ytimg.com/vi/kf5UmRc3PYA/mqdefault.jpg"></div> Kurkure’s supply chain is also up and running now and has almost come to the normal levels to meet the demand. We caught up with Dilen Gandhi, Sr. Director and Category Head- Foods, PepsiCo India to understand what kind of changes has he observed in consumer behaviour during COVID, how is the snacking category evolving with time and what has adjusting in the new normal taught him. Experts: Q. We are living in unprecedented times today. How is Pepsico's Kurkure sailing through these challenging times? The nationwide lockdown imposed various challenges for businesses across industries. But with the world gradually coming back to normal, businesses and brands have been innovating and implementing new ways of working in today’s times. Changed consumer preferences led to an increase in demand of online deliveries, especially of food and other essentials. One of the key initiatives we took was to partner with delivery services such as Swiggy and Dunzo to meet in the increasing in home demand and support smaller business. Our associations with Swiggy and Dunzo, helped us deliver our products, such as Kurkure and LAY’S to our consumers. This further helped us strengthen our direct-to-home services. We have also been using this time to double-up on market research, helping us always have a finger on the pulse of our consumers. Our findings and internal surveys have helped shape our latest campaign, which aims to express gratitude towards Indian families for their continued support towards each other during difficult times. Kurkure’s latest campaign is an ode to the Indian families and thanks them for always being supportive, entertaining, and adding ‘masaledaar fun’ to each other’s lives. Q. What kind of changes in demand have you witnessed lately? As people have been adjusting to the ‘new normal’, in-home consumption has witnessed a significant uptake. We have witnessed a jump in both penetration and frequency of our food category. There has been a growing demand for our larger packs as in-home occasions have increased manifold. While the consumers are looking at in-home experiences and seeking convenience, they are also looking at value. We have also introduced various combo packs for our food portfolio creating and further driving in-home consumption. Q. How have you observed consumer behaviour changing during COVID in the snacking industry? The current situation requires brands to constantly evaluate the consumer experience and challenges being faced by them. During this time people sought moments of joy and togetherness with brands became the perfect companions in those moments. Several studies have shown that consumers are reassured by positive brand actions and commitments. This has underscored the need for the brands to be more purpose-driven than ever before. Thereby, making it essential to build genuine, empathetic, and transparent communication, which focuses on offering solutions rather than hard-core promotion. Besides Kurkure, even for LAY’S and Quaker our first communication was purpose-driven and the response we have received has been very encouraging. Q. How did you tweak your marketing strategy to resonate with the consumers in the current challenging situation? These unprecedented times gave rise to a ‘new-normal’ world and also altered the rules of a marketer’s playbook. Consumers today believe in brands that make a difference. A number of recent studies have shown that brands should not act alone – instead, they should join forces with others and contribute to the cause collaboratively. We are keeping a close eye on evolving trends of consumer behaviour and redefining our brand strategies accordingly. Keeping the above in mind, we launched Kurkure’s Thanks To Indian Families, wherein we leveraged increased in-home consumption and families spending more quality time together. Q. Your recent campaign tries to leverage on in-home consumption. Tell us a bit about why you decided to change your focus? What does your overall communication strategy look like now? Earlier this month, Kurkure launched a campaign to express gratitude towards millions of Indian families for their continued support and for entertaining each other in their own ‘atpata’ and ‘chatpata’ ways during these challenging times. The new campaign is based on three key insights. The cultural insight of how India has been known for its family - centric setup, the social insight - which recognizes the deepened bond, uptick in family time and increased connect between family members during the lockdown phase, and the consumer insight which identifies people's need to express themselves in fun and quirky ways. These insights fit well with Kurkure as the brand has always been about fun times with family in its trademark ‘quirky and full of masti’. It aims to capture the nuances of the relationship that all family members share with each other and celebrates how they have kept one another upbeat even during these times. Going forward, the strategy will be to continue leveraging insights and purpose-driven storytelling and communicating through a mix of channels, led by digital. Q. Is your supply chain up and running completely? Our Supply chains are very close to normal levels. All our food plants are functional at this point of time while maintaining the highest standards of safety. Q. Have you partnered with any e-comm players or delivery partners to bolster your sales? In the last few months, consumers have been seeking more from the safety of their homes which has contributed to the increased relevance of e-commerce platforms. Keeping the consumer’s requirements in mind, PepsiCo has strengthened its relationship with the e-Grocers like Big Basket, Amazon PepsiCo has partnered with Swiggy and Dunzo to ensure uninterrupted availability of our brands, such as Kurkure and LAY’S to consumers across locations. Our tie-up with Dunzo has been encouraging, with safe delivery-on-demand and fulfilling our promise of last-mile-delivery. We are now working in scaling the model and expanding it to other states. Q. Did you come up with any out-of-the-box solutions to adjust to the new normal? We have a big out of the box campaign announcement coming soon. Do watch out the space. Q. As a leader, what were your learnings from this time? As a marketing leader, these times have reinforced 2 central beliefs I’ve long held. Consumers will always reward brands who deliver to their needs – right now consumers are looking for brands to take actions that are authentic and true to the core of the brand. The other is that consumers are incredibly resilient and will look to brands that can share that positivity, albeit in a genuine manner.

Kurkure witnesses a jump in penetration and order frequency as in-home consumption rises

New Delhi, May 5 () PepsiCo India on Tuesday said the first batch of test kits for coronavirus funded by it has started reaching testing sites across India. These kits are being procured and distributed by Foundation for Innovative New Diagnostics (FIND) with funding from PepsiCo India and have been approved by Indian Council of Medical Research (ICMR), the company said in a statement. PepsiCo India had volunteered to support the scale up of India's COVID-19 testing capacity through support provided to FIND. Besides, it has taken other initiatives including providing over 7 million meals to families impacted by COVID-19 outbreak in partnership with non-government organisation (NGO) partners. The test kits and reagents have been procured from manufacturers approved by the Drug Controller General of India (DCGI) and are run using reverse transcription polymerase chain reaction (RT-PCR) technology, which is currently the gold standard for detecting patients with COVID-19, the company said. Commenting on the initiative, PepsiCo India President Ahmed ElSheikh said, "PepsiCo India stands committed to lending its full support to the GoI (Government of India) in its fight against the pandemic. Our partnership with FIND is all about scaling up access to diagnostics and testing kits across the country." During these challenging times, he further said, "We have been working very closely with FIND to distribute testing kits to public and private healthcare laboratories in India. We believe lending assistance through such initiatives is also one of the best ways to support our real heroes – the healthcare community who are battling on the front lines against COVID-19." FIND India Head Sanjay Sarin said the sheer size of India and the density of urban populations increases the challenges and complexity of scaling up testing capacity quickly and efficiently. "Testing is our first-line of defence against this pandemic – and it is actionable today," he said, adding private sector partnerships such as the one with PepsiCo India are critical to make COVID-19 tests available to everyone who needs it. RKL RVK

PepsiCo India funded COVID-19 testing kits start reaching laboratories

<ul><li><keyword id="54572" type="CITY" weightage="20" keywordseo="PepsiCo">PepsiCo</keyword> India said within 30 years of our establishment in India, PepsiCo India has grown exponentially to emerge as one of the largest Food and Beverage company in the country.</li><li>On account of such a tremendous growth, PepsiCo India has committed to invest over $2.1 billion in the country over a five-year period ending in 2022. </li><li>"While there have been some short-term head winds due to Covid, we at PepsiCo are extremely optimistic about the future and are committed to provide consumers the right portfolio of products across food and <keyword id="23943" type="PERSON" weightage="20" keywordseo="beverages">beverages</keyword>," they said.</li></ul> In an interview with IANS, Vishal Kaul, Vice President &amp; Business Head, Beverages, PepsiCo India and Dilen Gandhi, Senior Director and Category Head of Foods, PepsiCo India said within 30 years of our establishment in India, PepsiCo India has grown exponentially to emerge as one of the largest Food and Beverage company in the country. On account of such a tremendous growth, PepsiCo India has committed to invest over $2.1 billion in the country over a five-year period ending in 2022. "'As people adjust to the enew normal', in-home consumption is witnessing a significant uptake. We are witnessing a jump in both penetration and frequency of our food and beverage categories. There is a growing demand for our larger packs as in-home occasions of togetherness have increased manifold. While the consumers are looking at in-home experiences and seeking convenience, they are also looking at value," they said. "While there have been some short-term head winds due to Covid, we at PepsiCo are extremely optimistic about the future and are committed to provide consumers the right portfolio of products across food and beverages," they said. "Even in the COVID environment, our categories are seeing robust demand and growth across most channels," they added. Q: How is PepsiCo India responding with its business models to the Covid-19 situation? A: The COVID-19 has led to a complete paradigm shift as everything around us has changed- consumer behavior, retail landscape, competitive environment. Very early on, we realized there was no playbook to tackle the COVID challenge and the situation would continue to change. So, we had to arm ourselves with taking quick decisions while not having all the relevant information. To help us navigate the crisis, we established 6 guiding principles: Being People Centric, Being Consumer Centric, Being Customer Centric, Being Community Stewards, Being Agile and Being Prudent. These were the lens through which we saw every decision and we empowered our teams for agile decision making. At a time when stepping out for even essentials was fraught with risks, making our product conveniently available for our retailers and consumers was a key focus area. Hyper-local delivery emerged as a solution and we invested in emergent channels like Ecommerce for both B2C and B2B. We partnered with Amazon, Big Basket, Grofers, Swiggy and Dunzo to ensure uninterrupted availability of our food and beverage products to consumers across locations with safe delivery-on demand for all our consumers. For B2B, we further strengthened our existing Distributor model with the EB2B model, where we partnered with Udaan and Big Basket to help small and medium businesses. This partnership ensured our product portfolio was easily made available to retailers, so that they can cater to demand in the market. Q: How does PepsiCo view the big jump in consumption of snacks and beverages at home? A: PepsiCo India has always kept a pulse on consumer trends and continued to develop its portfolio in line with what consumers want. As people adjust to the enew normal', in-home consumption is witnessing a significant uptake. We are witnessing a jump in both penetration and frequency of our food and beverage categories. There is a growing demand for our larger packs as in-home occasions of togetherness have increased manifold. While the consumers are looking at in home experiences and seeking convenience, they are also looking at value. In order to serve the consumer better and rapidly adapt to their changing requirements we have introduced a 1.25-liter PET pack in our beverage portfolio at a very affordable price of Rs 50 which will enable the stay-at- home times even more special for our consumers. We have also introduced various combo packs for our food portfolio creating and further driving in-home consumption.Q: What are the investment plans for PepsiCo in India? A: Within 30 years of our establishment in India, PepsiCo India has grown exponentially to emerge as the largest Food and Beverage company in the country. On account of such a tremendous growth, PepsiCo India has committed to invest over $2.1 billion in the country over a five-year period ending in 2022. This commitment is a part of our previously disclosed commitment to invest $5.5 billion in India and includes our plan to double our manufacturing capabilities locally in the next five years, to cater to the ever-increasing demand of our products among the consumers. In recent years, we have announced an investment of Rs 514 Crores in a new foods facility in Uttar Pradesh which will provide 1,500 direct/indirect jobs. We have also invested in increasing capacity at our existing foods plants in West Bengal and Maharashtra and have additionally proposed to set up a greenfield project in Assam. Q: What is the production capacity for the PepsiCo products, and has it reached pre-Covid levels? A: We have resumed operations/ manufacturing across foods and beverages in the best manner possible, ensuring that all guidelines regarding safety of our employees are strictly adhered to. In the current environment and limited workforce across shifts, we are trying to ensure that we can meet the demand and operate at an optimal level to cater to our consumers with their favorite snacks and beverages. Nonetheless, we remain committed towards our employees and our consumers and see an uptake in both supply and demand in both categories. Q: What has been the response to the Covid situation? A: As brands look at engaging with consumers, the first and foremost part is that the current situation requires brands to provide consumers with a seamless and safe buying experience. That apart, this is also a unique opportunity to build an even more authentic relationship with the consumers by listening to them and providing the functional and emotional comfort. While there have been new ways of ensuring consumers had 24X7 accessibility of our products in a safe and hygienic manner, Brands across the PepsiCo India portfolio have also initiated interesting campaigns rooted into insights that we mined through the real time social listening we do at PepsiCo For consumers, safety comes first, and they are now refraining from going to crowded places and prefer low exposure. Hence, we partnered with SWIGGY and Dunzo to provide our products across food and beverages at their doorsteps, 24X7. We also saw that with low touch format being the new trend, there was a need to work with our partners to find low or no touch solutions for dispensing water. After extensive research and trials, we were able to finalize the Aquafina Low touch dispenser model as a product that we could roll out now given it meets key criteria including safety of consumer,practicality as well as economies of scale. We also evolved in the way we communicated to our consumers with messaging that were more relevant in current times. For example, <keyword id="44672" type="CITY" weightage="20" keywordseo="Pepsi">Pepsi</keyword> identified that while social distancing was the new normal, however a lot of consumers were either not aware of it or were not following it fully. Salaam and Namaste, which were deeply rooted into Indian culture are actually the best forms of contactless greetings, which was the need of the hour during the COVID times. In an endeavor to make these contactless Indian greetings a part of pop culture, Pepsi introduced a digital forward campaign that aimed at inspiring the world that greeting each other with salaam/namaste is a perfect way to ensure social distancing and yet maintain connections responsibly. It encouraged behavioral change through adherence to social distancing norms in an entertaining manner. The campaign broke all past records in India and made a meaningful impact to the consumers' lives. On the other hand, LAY'S, started a special initiative for the many unsung heroes of India - farmers, truck drivers, retailers, etc. e who continue to bring joy to millions even in these challenging times. The brand partnered with Smile Foundation to provide hygiene kits to over 40,000 families of such unsung heroes. These hygiene kits contain masks and sanitizers, to support these champions as they continue to work hard even in these unprecedented times. As part of the initiative LAY'S has also collaborated with leading Indian brands like Airtel, ICICI Bank, Parachute, Dunzo, Big Basket, JK Type, Vistara, Grofers and together have thanked millions of these unsung heroes. We also had other brands from our portfolio like Mountain Dew, Quaker, Tropicana etc do similar contextual campaigns and the response from the consumers has been overwhelming.Q: What have been the sustainability initiatives of PepsiCo? A: In its role as a responsible social citizen, PepsiCo India has taken several initiatives to contribute to the nation's ongoing efforts to combat the COVID-19 outbreak. As part of its #GiveMealsGiveHope global programme, PepsiCo India provided over 10 million meals to the underprivileged and marginalized families impacted by the COVID-19 outbreak across India. The meals were distributed in partnership with Akshaya Patra Foundation, Smile Foundation &amp; CII Foundation, across the country. The company also extended support to the healthcare and diagnostic facilities by providing over 35,000 COVID-19 testing kits to government labs, supplementing their efforts to combat the pandemic. Furthermore, the COVID 19 crisis has impacted the restaurants and the workers significantly. It is forecasted that 4 out of 10 restaurants would shut down. Pepsi initiated a campaign #PepsiSaveOurResturants, an inclusive program where every time you order food and add a beverage to your order and it can be any beverage -- Pepsi or any other beverage, Pepsi will give that many meals to the restaurant workers who have served us. Pepsi partnered with NRAI and Swiggy to bring this campaign to life. The campaign has got great response as it has provided many consumers an avenue to support the restaurant workers who have always served them. Q: What are the changing consumer patterns expected due to Covid? A: The COVID-19 challenge is making both consumers and brands face a new reality. Consumer behavior and pattern is emerging and evolving at a fast pace. Some of the key insights that are emerging are as follows: #Mobile is the new TV: Consumers, customers, employees and our ecosystem partners have leap frogged towards leveraging digital solutions and the mobile is at the epicenter of all this. Be it work from home, communication to consumers, taking orders from customers or Ecom, consumers are practically dependent on their mobiles. They are consuming content online, buying online and even engaging with extended family and finds online. Therefore, it's important to jump shift this capability and work with the ecosystem partners to strengthen this muscle. #Value in Table Stakes: While value has always been important for consumers, going forward it would become even more crucial. The brands/companies who can re-engineer their business models to deliver this via an advantaged model, would succeed in the long term. #Hope Trust and Fun: We believe consumers would be looking at 3 emotional benefits and brands that can provide the same authentically, would be the ones that consumers would choose - The first is Hope. Hope is tied very closely to empathy. Brands need to be empathic and craft messages which are reassuring and relatable to consumers in these unprecedented times. - The second is Trust. Now more than ever, consumers need to see brands walk the talk in everything they do e whether it is the core product promise or leading a cause to support communities. -The third is Fun. Today, consumers are working twice as hard, donning multiple hats and with sources of entertainment and recreation limited, a brand that can that can present an opportunity for consumers to express themselves in a fun manner will be able to build deeper connects with the consumers The situation would continue to evolve and it is important we continuously have our ear to the ground and we keep sharpening the strategy basis consumer needs. Q: What are the initiatives to bolster the retail network by PepsiCo? A: The pandemic has given rise to a enew-normal' world and we at PepsiCo India have maintained a close look out on the evolving consumer behavior pattern to be better prepared for the future. We take cognizance of the fact that we need to cater to different audiences, be it consumers, partners, distributors through different channels. For the consumers, demand for online deliveries has soared since the start of the stay-at-home order. Thereby, it was almost imperative for businesses to enhance their Direct to Customer (D2C) channels like Swiggy, Dunzo to ensure we have exclusive e-stores and a mechanism to cater to our consumers at their doorstep 24/7. By tapping the 'Daily Grocery' on Dunzo's app, customers can visit the LAY'S E-store and get these products delivered within an hour of ordering. The initiative has currently been launched as a pilot in <keyword id="6354321" type="LOCATION" weightage="20" keywordseo="Bengaluru">Bengaluru</keyword> and will eventually expand to 4 more cities across Mumbai, Gurugram, Delhi, and Jaipur. For the beverage category, we have tied up with Swiggy stores where we ensure availability of our products to the consumer on demand and delivery within 2 hours. On the other hand, Aquafina has tied up with a micro delivery platform OwO is for expanding reach into "At -home" consumption of packaged water. From a consumer perspective, our research has shown that consumers prefer dealing with apps such as OwO as they find it convenient. For the retailers and wholesalers, an interesting emerging channel is the EB2B model, under which PepsiCo India has entered into deep partnership with Udaan and Big Basket to help small and medium businesses. They should always have access to our product portfolio to ensure that they always meet demand. On the other hand, we remain committed to the distributors and ensure that we grow them and grow with them. Q: How does PepsiCo view the recent agriculture reforms including the flexibility to farmers to sell their products? A: Let's talk briefly about our collaborative programme and how that is focused on working closely with the farmers and based on years of trust and relationship. At PepsiCo India, we are guided by eWinning with Purpose' - our fundamental belief that the success of the company is inextricably linked to the sustainability of the world around. Agriculture is at the heart of PepsiCo India, and the companies relationship with farmers in India goes back 30 years. PepsiCo was the first company to introduce own researched processed grade varieties in India in late 90's. At present, PepsiCo is largest processed grade potato buyer in India. To fulfill its chip grade potato demand locally, PepsiCo developed largest collaborative farming for potato in India spread across 13 states working involving over 24,000 farmers. The potatoes are then processed in 3 manufacturing plants which employ close to 2,000 direct and indirect employees. The retention rate of farmers being part of the collaborative farming program is as high as 98 per cent. All the potato used in Lay's and Uncle Chipps is sourced from farmers in India e in fact, PepsiCo is the largest buyer of chip grade potato in the country today. Q: What are your views on the outlook for consumer sentiment? Is it an essential versus discretionary choice? A: India consumption story has just started and according to industry reports, India will be the 3rd largest consumption market by 2025. While there have been some short-term head winds due to Covid, we at PepsiCo are extremely optimistic about the future and are committed to provide consumers the right portfolio of products across food and beverages. Even in the COVID environment, our categories are seeing robust demand and growth across most channels. Our robust and balanced portfolio across "Fun for You" products like Pepsi, Lays Dew, Kurkure or "Better For You" products like Lipton, Pepsi Black or "Good For You" products like Quaker, Tropicana and Gatorade are getting greater acceptance from consumers. SEE ALSO: <a href="https://www.businessinsider.in/business/corporates/news/after-google-pwc-india-declares-a-company-wide-holiday-for-its-employees-this-friday-offers-time-off-for-a-well-deserved-break/articleshow/77125627.cms">After Google, PwC India declares a company-wide holiday for its employees this Friday – offers time off for a 'well-deserved' break</a> <a href="https://www.businessinsider.in/thelife/personalities/news/mukesh-ambani-is-now-the-fifth-richest-person-in-the-world-according-to-forbes/articleshow/77105843.cms">Mukesh Ambani is now the fifth richest person in the world, according to Forbes</a> <a href="https://www.businessinsider.in/business/corporates/news/tcs-infosys-hcl-tech-dont-want-h1b-ban-but-are-pocketing-savings-while-it-lasts/articleshow/77120776.cms">The H1-B visa ban is not what Indian IT firms want⁠— but they are pocketing some savings while it last</a>

PepsiCo India has grown exponentially to emerge as one of the largest F&B companies in India

<ul><li>YouTube’s CEO, Susan Wojcicki, described how brands in India, like Pepsi and Hyundai, are using YouTube in their advertising efforts.</li><li>Using YouTube’s director mix tool the telecom operator, Idea, saw a 900% increase in search quotes.</li><li>The Indian digital advertising expenditure will grow by 30% in 2019 according to GroupM APAC’s CEO, Mark Patterson, at the <keyword id="7515987" type="UNKNOWN" weightage="20" keywordseo="youtube-brandcast-india">YouTube Brandcast India</keyword> event. </li><li>But, currently India’s brands put in the lowest percentage of media investment towards digital in the Asia Pacific at just 18%.</li></ul>At the first ever YouTube Brandcast India event, the company’s CEO — Susan Wojcicki — explained how the video streaming platform has been working with brands in India to increase the impact of their marketing campaigns, specifically Pepsi, Hyundai, ICICI Prudential LIfe Insurance and Idea. Pepsi’s TV campaign, for example, was customised using YouTube’s director mix tool to cater to specific audiences. In turn, Pepsi saw a 14% lift in sales and over three times the return on ad spend. 
 
 


 Similarly for Hyundai, its YouTube campaign resulted in an 18% increase in purchase intent as well as 221 million new users. Idea used YouTube’s director mix tools for their top trending videos witnessing a 20% uplift in consideration, 31% uplift in awareness and a massive 900% insearch in search quotes. Indian brands need to hustle In the Asia Pacific, India has the lowest percentage of media investment being spent on digital but it is the fastest growing advertising market in the world. India’s expenditure on advertising is growing at an annual rate of 14% compared to a global average of just 3.5%. Taking India’s growth into consideration GroupM APAC’s CEO, Mark Patterson, estimated that in 2019, India should see a 30% growth in digital adex at YouTube Brandcast India. 
 
 


<div type="ExtQuote" text="India’s the tenth largest advertising market in the world by ad spend. And, an ad market that's heating up, growing the fastest in the world at 14% compared to a global average of just 3.5%. And, the scale at which we’re witnessing this digital transformation — GroupM estimates that digital adex will continue to grow by 30% here in India in 2019." auname="Mark Patterson, CEO of GroupM APAC at YouTube Brandcast India"></div>
 When it comes to media investment in digital advertising, India’s expenditure is only 18%. It’s even more polarising when you look at digital video as a percentage of all media investment at only 6%. <div type="javascript" title="Custom" contenttype=""><cdata><![CDATA[
<div class="flourish-embed" data-src="visualisation/292590"></div>
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 In comparison, 64% of China’s media investment goes towards digital and 32% of its advertising expenditure is digital video — accounting for half of all digital marketing. Patterson explains that consumers are looking for more convenience, customisation and choice in their content. India’s even <a href="https://timesofindia.indiatimes.com/business/india-business/cheap-data-and-affordable-smartphones-see-india-overtake-us-in-youtube-consumption/articleshow/68799527.cms">surpassed</a> the US to become the largest and fastest growing market for YouTube according to an official at Google. 
 <div type="ExtQuote" text="Like in China, we even see the creators in India preferring online video over traditional formats. Local content is taking center stage with India’s largest creators creating vernacular content to driving engagement." auname="Mark Patterson, GroupM APAC’s CEO at YouTube Brandcast India"></div>

 60-70% of the users in APAC user mobile video on a daily basis and as more users come online, for the first time, their first experience of the internet is via the mobile screen. “And, their first online habit is watching video,” said Patterson. See also: <a href="https://www.businessinsider.in/youtube-music-crosses-3-million-users-within-a-week-of-its-launch/articleshow/68798207.cms">YouTube Music crosses 3 million users within a week of its launch in India</a> <a href="https://www.businessinsider.in/miscellaneous/some-of-the-most-popular-youtubers-make-millions-from-their-videos-heres-how-you-can-make-some-money-from-your-youtube-channel-too-/slidelist/68763878.cms">Some of the most popular YouTubers make millions from their videos. Here's how you can make some money from your YouTube channel too</a>

YouTube CEO explains how the streaming platform helped Pepsi and Hyundai in India

Executive Director (R&amp;D), TSR Murali, the brain behind Kurkure and Aliva, has quit <keyword id="110163" type="CITY" weightage="100" keywordseo="PepsiCo-India">PepsiCo India</keyword>, a person familiar with the matter told TNN. He said Murali was one of the most important in the country’s efforts to spawn innovations in its food business. 
 
The high profile exits come at a time when the sales of soft drinks are slowing down in the country. Several executives in charge of key functions left the company recently while a few others are waiting in the wings, said people familiar with the matter, citing the frequent restructuring in the Indian subsidiary of the New York-based food and beverage giant. 
 PepsiCo veterans <keyword id="2933728" type="UNKNOWN" weightage="100" keywordseo="Meghnad-Mitra">Meghnad Mitra</keyword>, who worked as senior director, planning and strategy , at the company , and <keyword id="150453" type="PERSON" weightage="20" keywordseo="Sunil-Duggal">Sunil Duggal</keyword>, director of corporate affairs, who was responsible for liasoning with Indian government and industry bodies on behalf of the beverage major have also put in their papers recently . 
 
A PepsiCo India spokesperson told TNN: "While senior and middle management levels do witness churn, we are pleased by the fact that we have been able to fill most of these positions internally which speaks for our talent pipeline created by our robust leadership development model and people plans. PepsiCo India has over a period of time built a very strong pipeline by giving people a mix of different critical experiences within PepsiCo India and internationally and continues to do so.” 
 The company faced a churn of senior and mid-level executives from both its marketing and sales division when it divested its north India bottling operations to <keyword id="13319" type="PERSON" weightage="100" keywordseo="Ravi-Jaipuria">Ravi Jaipuria</keyword>'s <keyword id="477661" type="UNKNOWN" weightage="80" keywordseo="RJ-corp-">RJ Corp </keyword>in November last year. The deal saw PepsiCo handing over four plants and two co-packing units across six states. Around 900 direct employees of the company were affected by the deal. Glitches dogged PepsiCo till March this year when it had to pay sizeable compensations to the workers at most of the transferred plants in a bid to make them to start production for RJ Corp. 
 Industry experts said PepsiCo's "Power of One" strategy, which has also come under fire from activist investors, is one of the main reasons behind employee dissatisfaction at the company .Earlier, operations were divided into two individual entities at PepsiCo--food (FritoLay India) and beverages (PepsiCo India Holdings) --with individual leaders at the helm. Then, led by PepsiCo's long-term CEO <keyword id="6421975" type="PERSON" weightage="100" keywordseo="Indra-Nooyi">Indra Nooyi</keyword>, the company merged its foods and beverages businesses in many markets with the idea that selling food and beverages as part of a single portfolio will give the company more leverage to take on rivals such as <keyword id="6391475" type="CITY" weightage="20" keywordseo="Coca-Cola">Coca-Cola</keyword>, which only sells beverages. 
 
(Image credits: wikipedia)

PepsiCo India facing HR challenge with top level resignations

Now that PepsiCo has backed out from being the title sponsor of the <keyword id="6354831" type="ORGANIZATION" weightage="100" keywordseo="Indian-Premier-League">Indian Premier League</keyword>, arch rival Coca-Cola has initiated talks with <keyword id="6354312" type="CITY" weightage="100" keywordseo="IPL">IPL</keyword> teams, grabbing the opportunity to sponsor them. 
 
ET sources confirmed that Coca-Cola officials have already met people from Delhi Daredevils and Mumbai Indians. 
 
It would be after a gap of three years that the maker of Coke Zero, Thums Up cola and Sprite lemon drink will be associating with IPL. In these three years, PepsiCo had the exclusive rights to team sponsorships and beverage partnerships. 
 
Even as the reputation of IPL has gone down because of a spot-fixing and betting scandal, media buyers think that IPL will still attract big money. 
 
"In general, IPL remains a good property for any mass national brand to be associated with. Of late, it has suffered an image setback. But as long as those issues get sorted, interests will always remain," Ashish Bhasin, chief executive, South Asia, at Dentsu Aegis Network, told ET."This year will be sort of a test year, but IPL is a strong enough brand to weather the storm," he said. 
 
Talking of PepsiCo, in October 2015, PepsiCo had abruptly ended its IPL title sponsorship before the five-year tenure ended, stating "concerns about ethics in the IPL tournament". 
 
<a href="https://pbs.twimg.com/profile_images/689866964580245504/onLVi19I.png">Image source</a>

After Pepsi’s exit, Coca-Cola knocks IPL doors for sponsorship

<keyword id="110163" type="CITY" weightage="100" keywordseo="PepsiCo-India">PepsiCo India</keyword> Chairman and CEO <keyword id="416080" type="COMPANY" weightage="100" keywordseo="D-Shivakumar">D Shivakumar</keyword> sees an upward growth of <keyword id="1729323" type="UNKNOWN" weightage="100" keywordseo="franchising-industry">franchising industry</keyword> in India. He said the industry can reach USD 50 billion by 2017 and create 11 million additional jobs. "By 2017, the opportunities for franchise business model in India would be USD 50 billion and the big ones would be in sectors such as <keyword id="97035" type="UNKNOWN" weightage="100" keywordseo="Apparels">apparels</keyword>, consumer deliverables, electronics and mobile," Shivakumar said here at the World Franchise Congress 2015. The industry is currently estimated to be around USD 30 billion with an annual growth of 30 per cent. Shivakumar predicted that it could create 47,000 new companies by 2017 as India has a new breed of entrepreneurs," he said, adding that it is expected to contribute almost 4 per cent of India <keyword id="35050" type="CITY" weightage="100" keywordseo="gdp">GDP</keyword> in 2017. 

	Elaborating on sectors which would contribute majorly, he singled out apparels, with USD 11 billion, followed by consumer deliverables, electronics and mobile (USD 11 billion), furniture and furnishings (USD 5.3 billion), and pharmacy and jewellery with USD 4 billion and USD 3 billion, respectively.
 

	Shivakumar said for over 100 years, franchising has been a fundamental driver of PepsiCo's success, which today covers more than 120 countries. It has build strong partners across the country in the last 25 years.
 

	"PepsiCo India's north operations are franchisee operated and the company works closely with various beverage bottlers to build a strong footprint of brands which are the first choice of consumers," he said.
 

	PepsiCo is focused on strengthening both COBO (company-owned bottling operations) and FOBO (franchise-owned bottling operations), he added.
 

	When asked about present scenario for franchising, he said, "India has the correct franchise business environment as other have...we believe that the franchise model is the future business model of the industry".
 

	On being asked that from where the opportunity would come, he said, "It would across the country, as luxury goods would be in the metro cities, QSR (quick service restaurants) would be across the country, and apparels would be in tier II and III." 
	 
	(Image credit: BCCL)

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