This, the 109th episode of our award-winning series Master's Voice Podcast (MVP) on MediaBrief.com features Saumya Rathor, Category Lead for the Potato Chips (Lays) division at PepsiCo India, in conversation with series host and Mediabrief.com Founder-Editor Pavan R Chawla. Saumya sheds light on the intricacies of brand management and marketing strategies and the overall ethos of the vertical she leads at one of the world's leading snack food brands.
A journey of empowerment and innovation: Saumya, with extensive experience in companies like ITC Limited, Amazon India, and Marico Limited, and with academic credentials from IIM and Harvard Business School, brings a unique blend of experience and vision to PepsiCo, where she plays a crucial role in steering the brand's narrative, focusing on consumer-centric campaigns that resonate with youth and cultural insights.
Isse Kehte Hain Pyaar campaign: On their latest campaign featuring Bollywood celebrities Ranbir Kapoor and Neetu Singh, Saymya says that the aim was to showcase generational love for Lay's, leveraging the emotional connection people have with the brand. The campaign, titled Isse Kehte Hain Pyaar, aimed to portray the snack as a symbol of boundless love, but never sharing you favorite chips!
The role of effective communication and consumer insight: Saumya shares how PepsiCo navigates consumer engagement in a digitally dominated world. She emphasizes social listening and responsiveness, outlining PepsiCo's approach to maintaining brand reputation through active engagement and prompt addressing of consumer feedback.
Creating comprehensive brand experiences: Further discussing broadcast and narrowcast marketing, Rathor highlights the synergy of traditional media and digital platforms in creating wide-reaching and personalized brand experiences.
Sustainability and Social Responsibility: A significant aspect of the discussion revolves around PepsiCo's commitment to social responsibility and sustainable practices. Saumya proudly speaks about empowering the agricultural community, including initiatives to help over 27,000 farmers, emphasizing PepsiCo's belief in giving back more to the world than it takes.
As the conversation concludes, it's evident that Soumya Rathor's vision for PepsiCo India's Potato Chips division transcends marketing metrics, aiming to create lasting connections with consumers, foster innovation, and drive the brand towards a more sustainable and socially responsible future.
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