MAM
PepsiCo India ropes in Poonam Kaul as new VP Communications
MUMBAI: PepsiCo India, the food and beverage giant, has appointed Poonam Kaul as the new vice president of communications. Kaul will be a part of their India Region Executive Committee.
Poonam will develop and lead the work to sustain PepsiCo India’s corporate image and reputation among internal and external stakeholders including the media. She will oversee internal and external communications, leadership communications, and crisis management and consumer relations in PepsiCo’s India region.
Poonam has over two decades of leadership experience in driving integrated communications to build brands, influence policy, shape perceptions and manage crisis. Prior to her appointment with PepsiCo India, she was the director communications, Nokia for India, Middle East and Africa and was heading 90 markets.
Kaul has also been with Microsoft India where she was heading advertising and public relations for all business units of Microsoft in India.
Brands
KITKAT India teams up with One Piece for anime-led campaign push
On-pack characters and digital film tap into India’s fast-growing anime wave
MUMBAI: KITKAT India has joined forces with the globally popular anime One Piece, rolling out a new campaign that brings fan-favourite characters onto its packaging in a bid to connect with India’s rapidly expanding anime audience.
The collaboration sees iconic characters from the series featured on KITKAT packs, adding a playful twist to the brand’s long-standing “take a break” proposition. By blending pop culture with confectionery, the campaign aims to make everyday breaks feel a little more adventurous.
The launch is anchored by a digital-first film released across YouTube and Meta platforms, supported by a broader push spanning outdoor media and interactive social content. The multi-platform rollout reflects a clear attempt to meet younger audiences where they already spend their time.
Nestlé India head confectionery business Gopichandar Jagatheesan said, “Anime is a rapidly growing genre in India, and we are excited to collaborate with one of the most popular shows, One Piece. Having championed breaks for decades, KITKAT now takes them to the next level, making every break more epic with the world of One Piece.”
The move comes at a time when anime is shifting from niche interest to mainstream entertainment in India, with brands increasingly tapping into its cultural currency to stay relevant with younger consumers.
By pairing a globally loved anime with an equally recognisable chocolate brand, KITKAT’s latest outing signals a simple idea with strong appeal. In a crowded market, even a small break can turn into a big moment when it comes with a side of fandom.
