Leo Burnett India, a Publicis Groupe Agency, has been chosen by PepsiCo India as its creative partner to foster long-term growth and acceleration across its food and beverage portfolio. Leo Burnett, as part of the partnership, will be in charge of the cola giant’s creative and digital mandate across all its national brands.
Notably, this account has been won following a multi-agency pitch. George Kovoor, Senior Vice President of PepsiCo India, commented upon the appointment that their goal is to design cutting-edge and international consumer campaigns that enable them to interact with their consumers consistently and meaningfully. He added that they are excited to welcome Leo Burnett as their new creative agency with the sole aim of accelerating their marketing initiatives to another level. As per Kovoor, Leo Burnett happens to be an ideal partner for their next phase of expansion due to their strategic thinking and strong creative and marketing talents.
Dheeraj Sinha, CEO-South Asia and Chairman of BBH India, stated that they are overwhelmed by the confidence PepsiCo India has placed in them by aligning their portfolio with them. This mandate, according to him, provides them with a fantastic opportunity to continue delivering ground-breaking work and also incorporate culture, innovation, analytics, as well as technology moving forward in the campaigns.
As per Brand Consultant, Abhimanyu Mishra from Brandfizz, while there have been some short-term headwinds due to COVID-19, PepsiCo looks very positive about the future, which is why the change in the advertising agency from WPP, which they were associated with for 30 years. Besides, the news of WPP partnering with Coca-Cola last November did not go well with PepsiCo and their shift was meant to be with all that taking place.
