Brands
PepsiCo spends 15- 20% of its marketing budget on digital: D. Shivakumar
MUMBAI: Emphasizing on the importance of the digital medium, PepsiCo India chairman and CEO D. Shivkumar said that 15 per cent to 20 per cent of all marketing spends of PepsiCo are on digital. He also added that RS 35 lakhs per month should be the bare minimum digital spend by a Pepsi brand while addressing a conference session at 12th Marketing Conclave, organized by the Internet & Mobile Association of India (IAMAI) in Mumbai.
Breaking the maths down further, Shivkumar explianed that if the marketing budget of a brand for the year is about Rs 10 crore then, the brand should spend Rs 35 lakh every month on digital which is about Rs 5 crore for the year.
He also added that if one wants reach and result, then digital will give them the same provided brands are patient for the big return and not invest meagerly for short returns.
Reiterating the importance of mobile, Shivkumar added, “In a nation of 1.2 billion people, millions of people have smart phones and a lot of them have internet. Over 50 percent of search, shopping, travel and YouTube streaming happens on mobile. Not only that, e-commerce has seen the rise of categories which never could have reached the consumers without the online platform. Luxury brands, vegetables, innovators and a lot of categories today reach the consumer through online. “
Advising marketers to understand the pulse of the consumers of both the genders Shivkumar said,“Today the consumer is King, Queen and has a voice.”
Brands
Devyani International names Sandeep Anand, Robinder Singh in key roles
Pizza Hut and Costa Coffee businesses see leadership refresh from April
MUMBAI: Devyani International has strengthened its senior leadership bench with a fresh set of appointments across its key brands, Pizza Hut and Costa Coffee, signalling a sharper focus on growth and brand momentum.
The company has appointed Sandeep Anand as chief marketing officer and business head for Pizza Hut. His appointment, approved by the board via a circular resolution on April 3, follows a recommendation by the Nomination and Remuneration Committee, as reported by CNBC-TV18. Anand will officially step into the role on April 6, 2026.
He takes over from Vijay Gogate, who currently serves as chief executive officer for Pizza Hut within the company’s operations. The move marks a strategic transition as the brand looks to sharpen its marketing and business playbook in a competitive quick service restaurant market.
Anand brings over two decades of experience across the food and FMCG sectors, with a strong track record in brand building and innovation. His career spans roles at major consumer-facing companies including Domino’s, Zydus Wellness, Zomato, GSK Consumer Healthcare, Reckitt and Ranbaxy, giving him a well-rounded perspective on both scale and agility.
Alongside this, Robinder Singh has been appointed business head for Costa Coffee and the company’s airport operations. He too will assume his new role on April 6, bringing more than 18 years of experience in operations, business expansion and customer experience transformation.
The twin appointments come at a time when Devyani International is doubling down on leadership depth to steer its portfolio through evolving consumer preferences and heightened competition. With fresh faces at the helm of two key verticals, the company appears set to brew up its next phase of growth with renewed energy.
