August8 , 2022

pepsico india: Publicis bags PepsiCo India’s Rs 600 crore media mandate

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Publicis Media, the media agency of French multinational advertising company Publicis Groupe, has won the media mandate of FMCG major PepsiCo India, following a multi-agency pitch process.

One of the largest advertisers in the country, PepsiCo India’s media billing is close to Rs 600 crore annually and the pitch also saw participants from IPG Mediabrands, Dentsu and Omnicom Group.

With this development, PepsiCo India has consolidated its media, creative and digital business with Publicis Groupe.

In July, Leo Burnett India, another Publicis Groupe company, had won the creative account of the beverage maker.

WPP Companies, which held the consolidated duties – media, creative and digital – for almost three decades, were not part of the process.

“Publicis Media was selected after a very thorough and competitive pitch process,” said George Kovoor, Sr VP, PepsiCo India. “Their expertise in areas such as media, data, digital, analytics, content, commerce and ability to orchestrate and leverage diverse capabilities for seamless brand experiences led them to be our partner of choice. We are confident that this new partnership, and their technological excellence will help us reach our consumers in an engaging and impactful manner.”

“We are proud and elated at having been chosen as PepsiCo India’s media agency partner. Through data driven decision-making, new insights and ideas on the category, our teams were able to demonstrate how PepsiCo India could grow its portfolio brands further and leverage the power of integrated communications,” said Tanmay Mohanty, CEO, Media Services, Publicis Groupe India. “PepsiCo India has iconic brands, and we look forward to bringing in media excellence and innovation for them and generating the right business outcomes.”

ET had first reported on April 6th that Beverages and snacks maker PepsiCo India was changing its entire network of WPP Group-owned ad and media buying agencies including Wunderman Thompson and Mindshare, following rival Coca-Cola signing on WPP as its global partner, ending almost 30 years of association.

“Publicis Groupe looks forward to working with PepsiCo India, channelising our full spectrum of media, creative and digital capabilities and driving stronger consumer connections and powerful communications for its brands,” said Anupriya Acharya, CEO, Publicis Groupe South Asia. “We look forward to harnessing and mobilising the best talent, resources, proprietary tools and capabilities from across the Groupe and helping PepsiCo India accelerate and devise consumer strategy.”

PepsiCo makes Pepsi and Mountain Dew drinks and Lays snacks, among others.

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