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Tag: PepsiCo

  • BigCity goes Down Under to play the loyalty game in Australia

    BigCity goes Down Under to play the loyalty game in Australia

    MUMBAI: When it comes to loyalty, BigCity just levelled up this time, all the way Down Under. BigCity Promotions, one of India’s most awarded sales promotion and loyalty agencies, has announced its entry into Australia with the launch of a new office in Sydney, marking its first international expansion in nearly two decades. The move signals the company’s ambition to replicate its India success across the Australia–New Zealand (ANZ) region, a market ripe for disruption in the loyalty and engagement space.

    Founded in 2006, BigCity has become something of a legend in India’s reward ecosystem known for turning mundane promotions into high-voltage brand experiences. With 8,000 plus programs executed for over 500 global brands, including Pepsico, Unilever, Mondelez, Coca-cola, Samsung, and Amazon, the agency has earned a reputation for blending creativity, technology, and measurable impact.

    From B2C reward programs to B2B loyalty solutions and gamification-led engagement, BigCity has redefined how brands connect with consumers and trade partners alike. Its proprietary plug-and-play platform lets brands launch campaigns within days offering faster time-to-market, reduced costs, and full creative flexibility. Built on an in-house technology and analytics stack, it also enables deep insight into consumer engagement, redemptions, and ROI, giving marketers the holy grail of modern marketing measurable loyalty.

    The Sydney office will serve as BigCity’s regional hub for Australia and New Zealand, extending its full-service suite to local and global brands in the region. The operations will be spearheaded by Gunjan Kumar country director, who brings over 27 years of global experience across telecom, banking, retail, and FMCG. Having driven client engagement and loyalty strategies across continents, Kumar is tasked with building the BigCity playbook for the ANZ market, one that blends local insight with the brand’s signature executional agility.

    “Australia is a market ripe for transformation, and our goal is to bring the same scale, creativity, and speed that have powered some of India’s biggest campaigns to brands here,” said BigCity Promotions co-founder Vikas Shah. “For nearly two decades, BigCity has redefined how brands engage through innovation, technology, and storytelling this expansion is a natural next step in that journey.”

    BigCity’s forte lies in its ability to gamify engagement, transforming passive audiences into active participants. Its campaigns often feature instant-win mechanics, leaderboards, challenges, and digital contests, all designed to boost brand love and repeat purchase intent. This gamified approach has proven especially potent in cluttered categories like FMCG and telecom, where attention spans are short but loyalty can be won with the right mix of fun and function.

    The expansion also comes at a time when the ANZ market is seeing brands look beyond conventional loyalty cards and cashback models. With digital-first consumers demanding more personalised, experiential rewards, BigCity’s data-driven, experience-centric approach may find fertile ground.

    In India, the company has long been the behind-the-scenes architect of some of the country’s most memorable campaigns, the kind that combine large-scale activation, complex fulfilment, and regulatory precision without ever losing the element of play. It’s this operational mastery that BigCity now hopes to bring to Sydney’s brandscape.

    As the company steps onto foreign shores, the move underscores how homegrown Indian marketing innovation is beginning to travel the world not as an imitator, but as an industry leader exporting expertise. For BigCity, the next game has just begun. And this time, it’s on a whole new continent.

     

  • PepsiCo’s new brand identity swaps its stripes for smiles

    PepsiCo’s new brand identity swaps its stripes for smiles

    NEW YORK: PepsiCo has binned the branding it has worn for a quarter-century. Out with the old, in with the grin. The company’s fresh corporate identity, unveiled on 28 October, marks its biggest visual shake-up since the turn of the millennium—a deliberate signal that this is no longer just the fizzy-drinks firm your parents knew.

    Sixty years after Pepsi merged with Lay’s, the empire has swelled to more than 500 brands—Tostitos, Gatorade, Quaker, Siete, poppi—and 300,000 employees. It peddles snacks and beverages from Kansas corner shops to Cairo kitchens, from São Paulo’s streets to Shanghai’s stores. Yet only 21 per cent of consumers can name a PepsiCo brand beyond Pepsi itself. Chairman and chief executive Ramon Laguarta reckons the rebrand will fix that. “Our new identity boldly reflects who we are in 2025: a company with expansive reach, aiming for positive impact across the globe,” he says.

    The new logo plants a “P” at its centre, hemmed in by shapes representing consumer focus, sustainability and taste. A custom typeface in lower case softens the corporate edge. The colour palette draws from earth tones and vivid hues—soil, drinks, planet, people. And lurking beneath it all: a smile. That grin anchors the company’s new three-word mantra: “Food. Drinks. Smiles.”

    Chief consumer and marketing officer and chief growth officer for international foods  Jane Wakely calls it “a beautiful expression of both who we are as a company today and our aspiration for the future.” The smile, she insists, signals an “obsession with consumers” that will fuel growth.

    The rebrand will roll out gradually across PepsiCo.com, LinkedIn, Instagram, YouTube and TikTok, then seep into packaging, workplaces and signage worldwide. Whether it prompts consumers to smile back—or simply reach for a rival’s crisps—remains to be seen.

  • WPP Media places Mindshare veteran to steer Fulcrum’s south Asian operations

    WPP Media places Mindshare veteran to steer Fulcrum’s south Asian operations

    MUMBAI: WPP Media has nabbed Vinish Mathews, former chief strategy officer at Mindshare India, to head its team Fulcrum operations across south Asia. The appointment marks a homecoming of sorts for Mathews, who previously orchestrated strategic planning for Hindustan Unilever’s sprawling personal care empire during his decade-long stint at Mindshare.

    Mathews arrives with 22 years of battle-tested experience spanning India, China and Southeast Asia. His CV reads like a tour through advertising’s most cutthroat markets—from steering Nestlé and PepsiCo campaigns in China’s digital-first landscape to managing Unilever’s 30-brand portfolio including Dove, Lux and Fair & Lovely in India.

    The 45-year-old executive cut his teeth at The New Indian Express before climbing the ranks at The Media Edge and Mindshare. His most recent role saw him as managing director of Mindshare China, where he juggled marquee accounts including Royal Caribbean and Tourism New Zealand whilst leading Alibaba’s outbound business across Asia-Pacific, Europe and North America.

    At Essence, Mathews served as vice-president and client partner for Google across India and Southeast Asia, cementing his reputation as a digital media heavyweight. His expertise spans the full spectrum from FMCG giants to fintech upstarts, with forays into automotive, tourism and consumer durables.

    WPP Media’s decision to bring Mathews aboard signals its intent to capitalise on south Asia’s booming advertising market. The region has become a crucial battleground for global agencies as brands chase the spending power of India’s burgeoning middle class and the digital transformation sweeping across emerging markets.

    Mathews will now task himself with driving growth and transformation for team Fulcrum’s client roster, leveraging his cross-cultural expertise and proven track record in building “immersive consumer connections.” For WPP, it represents a strategic coup in the ongoing war for talent between the world’s largest advertising groups.

  • Sanjay Subashchandran takes charge as chief operating officer at Vision Time and TrendLoud

    Sanjay Subashchandran takes charge as chief operating officer at Vision Time and TrendLoud

    CHENNAI:  Media and entertainment executive Sanjay Subashchandran has been named chief operating officer of Vision Time India and TrendLoud Digital India, bolstering his already deep involvement with the south Indian content and events scene.

    The dual appointment formalises a remit he has long straddled. At TrendLoud, where he has served as COO since 2020, Subashchandran built a creator economy powerhouse—launching 15 digital channels, producing 23 web series for major OTT platforms and locking in more than 1,000 influencer partnerships.

    A co-founder of TrendLoud in 2015, he previously headed the business for five and a half years, managing media activity for over 80 production houses and delivering 12,000 hours of television content across the south.

    Subashchandran has kept a parallel grip on Vision Time since 2013 as all-India head of media, marketing and content, where he strengthened channel management, drove revenue through strategic partnerships and created Singoo Candy Rush, an interactive children’s property.

    He is also director of the digital-promotion start-up PickMySlot and co-founder of Maximise Entertainment, an events outfit that has staged large-scale celebrity concerts and brokered endorsements for stars from A.R. Rahman to Vijay Sethupathi. Earlier, he ran VisionPro Event Management for 15 years, producing advertiser-funded shows and spectacles such as PepsiCo’s Ooh La La La music talent hunt judged by Rahman.

    With more than two decades in marketing, events and digital content, Subashchandran now consolidates his influence across Vision Time’s broadcast operations and TrendLoud’s fast-growing digital network.

  • Mavericks appoints Gaurav Tuli as new digital and tech director

    Mavericks appoints Gaurav Tuli as new digital and tech director

    MUMBAI: When brands talk clicks, The Mavericks wants to talk connections and its latest hire proves it’s serious. The integrated marketing communications agency has appointed Gaurav Tuli as director digital & tech, a move set to sharpen its AI-first, insight-led storytelling play. Armed with over 16 years of cross-market experience across India and Canada, Tuli has worked on marquee accounts including Bayer, Ford, Wendy’s, Jamie’s Italian, Pepsico, Swaraj Tractors, Hyatt, Interglobe, Oriflame, Luminous, and Himel. His track record spans sectors as varied as Auto, Healthcare, FMCG, Aviation, Hospitality, Banking, Alcobev, Education and Beauty blending tech with creativity to deliver campaigns that don’t just convert, but connect.

    At The Mavericks, Tuli will anchor digital transformation with new service lines built on Generative AI, predictive analytics, and automation. But for him, AI isn’t about replacing creativity, it’s about amplifying it. “The intersection of data, technology, and creativity is where the most exciting things are happening,” he said. “From Generative Engine Optimisation for AI discoverability to predictive performance models, these tools help brands move faster, listen smarter, and create more meaningfully.”

    The Mavericks India founder & CEO Chetan Mahajan echoed the sentiment, noting: “Integrated communications is no longer about channels ,it’s about cohesion. In the digital age, integration means agility, real-time impact, and context. Gaurav will be integral to building that ecosystem.”

    With brands now seeking outcome-driven communication rather than vanity metrics, The Mavericks’ appointment signals its ambition to push boundaries. For Tuli, the task is clear: keep brands discoverable, scalable, and emotionally resonant in an AI-led, digital-first world
     

  • Saumya Mittal takes charge as McDonald’s chief people officer for Asia

    Saumya Mittal takes charge as McDonald’s chief people officer for Asia

    MUMBAI: McDonald’s Corp has appointed Saumya Mittal as chief people officer for Asia, handing her the keys to one of its most critical growth markets. Mittal, who took charge this month, will oversee the end-to-end people agenda across Asia, partnering with regional leaders to sharpen talent strategy, culture and organisational design.

    She joins from Google, where she spent nearly eight years in senior HR roles, most recently as APAC commercial HR lead, steering transformational programmes across the region. Earlier, she led diversity, equity and inclusion for Google APAC and served as people partner for the region.

    Mittal cut her teeth at PepsiCo, spending a decade across plant HR, IR, talent acquisition, diversity and change management, before rising to head culture, engagement and change. Her early years as management trainee and plant HR manager gave her hands-on grounding in industrial relations and large workforce management.

    Winner of People Matters’ Are You in the List award in 2015, Mittal has also bagged multiple national and international honours during her career at PepsiCo and Google. With 15 years of experience straddling consumer goods and technology, she is expected to play a pivotal role as McDonald’s deepens its bets on Asia’s high-growth markets.

  • YouTube ropes in Viacom18 cricket advertising veteran

    YouTube ropes in Viacom18 cricket advertising veteran

    MUMBAI: YouTube has hired Shridhar Venkataramana as strategic partner manager for content partnerships, marking a significant coup for the Google-owned video platform in India’s lucrative cricket advertising market.

    The appointment sees Venkataramana move from Viacom18 Media, where he spent three years as senior director of cricket brand solutions. He brings deep expertise in cricket monetisation, having previously orchestrated brand partnerships across marquee tournaments including ICC, BCCI and ACC events during his six-and-a-half-year tenure at Star TV network. At Star Sports, he progressed through roles spanning revenue strategy and key account management, developing pricing models for some of cricket’s most valuable properties.

    Venkataramana’s career trajectory began at PepsiCo, where he cut his teeth as a management trainee before advancing to area sales manager. His LinkedIn announcement cheekily noted the transition from being “on YouTube” to being “in YouTube.”

    The hire underscores YouTube’s ambitions to capture a larger slice of India’s sports advertising pie, particularly as cricket viewership increasingly migrates to digital platforms. With India representing YouTube’s largest market by user base, securing experienced sports media executives has become critical to the platform’s revenue growth strategy.

    The appointment, effective August 2025, positions YouTube to better compete with established broadcasters for premium cricket content partnerships and advertising deals in the world’s most cricket-obsessed market.

  • ShareChat ropes in Neha Markanda as chief business officer

    ShareChat ropes in Neha Markanda as chief business officer

    MUMBAI: Homegrown social media firm ShareChat (Mohalla Tech) has named Neha Markanda as its new chief business officer, handing her the mandate to scale revenues and deepen advertiser engagement across its flagship ShareChat app and short-video platform Moj.

    Markanda joins from Google, where she spent over three years as head of industry for e-commerce. She earlier led business marketing at Facebook India, and held senior roles at GSK Consumer Healthcare, where she steered brand strategy for Horlicks and family nutrition.

    Her two-decade career spans consumer goods and technology, including stints at HCL Technologies, PepsiCo—where she managed Tropicana, Pepsi Max and Gatorade—and ITC.

    At ShareChat, she will be tasked with sharpening revenue strategy, strengthening advertiser partnerships and pushing growth in a market where short-video and vernacular social platforms are battling for both user attention and ad dollars.

  • KlugKlug clicks with new funding as it eyes 10x growth and global reach

    KlugKlug clicks with new funding as it eyes 10x growth and global reach

    MUMBAI: From Klueless to Klug influencer intelligence just got sharper. Klugklug, the influencer marketing SaaS platform that’s already making noise across boardrooms and brand plans, has secured a fresh round of undisclosed funding. But this wasn’t just another cheque drop. The backers, a powerful mix of unicorn founders, ex-CXOs, ex-CMOs, and leading angel investors are joining not just as financiers but as co-pilots in Klugklug’s turbocharged growth ride.

    The Delhi-headquartered startup is aiming to scale its operations by 10x over the next two years, with much of the acceleration already kicking in during the first quarter of 2025. Its expansion roadmap now includes India, South Asia, Southeast Asia, and the Middle East and North Africa (MENA), as it sets sail into newer markets with a strong tailwind.

    As part of its scale-up playbook, Klugklug has added some heavyweight marketing minds to its advisory panel: Lloyd Mathias (ex-HP, Pepsico), Amit Jain (Cardekho), Gaurav Agarwal (Tata 1Mg), and Indranil Chakraborty (Storyworks).

    The influencer game is no longer a gut-feel gamble.
    Klugklug’s software, powered by AI, parses and profiles over 300 million influencers across 150 plus countries and 160 plus languages, giving brands deep dives into audience demographics, engagement metrics, campaign ROI, and influencer authenticity. It promises 40 to 60 per cent efficiency gains in influencer-led marketing music to the ears of performance-obsessed CMOs.

    “We’ve seen seasoned marketers achieve campaign wins from day one using Klugklug,” said CPO co-founder Vaibhav Gupta. “More and more CMOs are using data as the starting point not the afterthought in influencer planning.”

    CPO co-founder and CEO Kalyan Kumar added: “The global influencer market is at an inflection point. There’s a growing demand for transparency, smart targeting, and measurable ROI. This round of funding will accelerate not just our global expansion, but also the tech that powers sharper decision-making.”

    Currently, KlugKlug counts 200 plus Indian and global brands among its clients, cutting across categories like FMCG, D2C, electronics, health, beauty, lifestyle and e-commerce.

    With influencer campaigns becoming more high-stakes and ROI-focussed, Klugklug’s mission is to replace mood boards with dashboards and add a little brain to the brawn of brand advocacy. And if this new cohort of investors and advisors is anything to go by, it’s safe to say that KlugKlug just became a smarter bet on the future of marketing.

  • Hemant Rupani to head Hindustan Coca-Cola Beverages as CEO

    Hemant Rupani to head Hindustan Coca-Cola Beverages as CEO

    BENGALURU:  Hindustan Coca-Cola Beverages (HCCB), India’s largest Coca-Cola bottler, has named Hemant Rupani as its new chief executive, effective 8 September. Rupani takes over from Juan Pablo Rodriguez, who is moving on to a new role within the global Coca-Cola system.

    Rupani, a seasoned operator with stints across FMCG, telecom, and tech, currently serves as Mondelez’s business unit president for southeast Asia, overseeing operations in Indonesia, the Philippines, Vietnam, Malaysia, Singapore and Thailand. He joined Mondelez in 2016 and has held leadership roles in India and Vietnam, rising to his current post in 2022.

    The appointment comes at a pivotal time for HCCB, following Coca-Cola’s move in December 2024 to sell a 40 per cent stake in Hindustan Coca-Cola Holdings Pvt Ltd—the parent company of HCCB—to the Jubilant Bhartia group.

    A mechanical engineering graduate from Regional Engineering College, Jaipur, with an MBA in marketing from FMS Delhi, Rupani began his career in 1997 at ICI India. He has since worked with PepsiCo, Infosys, Vodafone, and Britannia, steadily climbing the leadership ladder across sectors.

    He will report to the HCCB board and is expected to steer the company’s next phase of growth, amid rising investment in India and intensifying competition in the beverage market.

    The Coca-Cola Co, listed on NYSE as KO, operates in over 200 markets and employs more than 700,000 people through its global bottling partners.