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PepsiCo takes the digital marketing route in India

Learning from mistakes made globally in digital marketing, food and beverage major PepsiCo is adopting innovative methods in India to tap the potential of social media for building brand equity and increase sales.

"India is a unique place and market. There have been a lot of mistakes made around the world in terms of digital marketing. India does not have to make the same mistakes," PepsiCo Beverages (Global Head Digital) Shiv Singh told PTI at the Ad Tech summit on digital marketing in Gurgaon, India.

Asked how differently the company will be approaching the Indian market when it comes to tapping the potential of the digital media, he said: "We should not look at digital medium strictly from the lens of advertising spends, but approach it in an innovative manner."