PepsiCo India’s CMO on Winning the Cola Wars: Agility, Relevance, and a Consumer-First Mindset
As beverage brands battle for consumer attention in India’s $8 billion soft drinks market, PepsiCo is sharpening its strategy by embracing a “maverick” consumer-first mindset and leaning into hyper-local relevance, according to Jagrut Kotecha, Chief Marketing Officer, PepsiCo India.
Kotecha emphasizes that success in this intensely competitive category hinges on staying “culturally relevant” and “refreshing” across platforms where youth are most engaged. PepsiCo is focusing on building emotional connections with Gen Z by aligning with their values and communication styles—from tonal shifts in advertising to real-time content rollouts inspired by digital behavior.
“The cultural resonance of your brand defines success today as much as product quality or distribution,” Kotecha noted during an industry discussion. He believes that FMCG marketers must move beyond transactional campaigns and instead create brand narratives that reflect the evolving aspirations of digitally native youth.
One key facet of PepsiCo’s recent activations includes celebrating moments from regional and pop culture, from cricket fandoms to music crossovers. Campaigns such as Pepsi’s association with Bollywood actor Ranveer Singh and its ‘Rise Up Baby’ campaign have been crafted to reflect the “unapologetic confidence” of young Indian consumers. According to Kotecha, these are designed not just to advertise, but to entertain and resonate across geographies and languages.
The brand is also experimenting with faster content cycles through digital-first assets and influencer collaborations, a response to consumption patterns that are increasingly social and mobile-driven. “Speed and cultural currency are competitive advantages. You can’t take six months to craft a campaign in 2024,” Kotecha pointed out.
As fizzy drinks continue to face scrutiny from health-conscious consumers and competition from functional beverages grows, establishing brand salience rooted in youth culture is a long-term play for PepsiCo. By doubling down on cultural intelligence and consumer empathy, the brand is betting on relevance—not just reach—to win market share.
For FMCG marketers navigating saturated and highly scrutinized categories, PepsiCo India’s approach underscores the growing imperative to be agile, audience-attuned, and truly platform-native to stay ahead in the brand relevance race.