Press Play to listen to Saumya Rathor of PepsiCo on MVP – The Master’s Voice Podcast
(Video episode of MVP – The Master’s Voice podcast with Saumya Rathor to be published on YouTube on Wednesday, 13th March 2024)
This, the 109th episode of our award-winning series Master’s Voice Podcast (MVP) on MediaBrief.com features Saumya Rathor, Category Lead for the Potato Chips (Lays) division at PepsiCo India, shedding light with disarming directness and candour on the intricacies of brand management and marketing strategies and the overall ethos of the vertical she leads at one of the world’s leading snack food brands.
Some memorable insights from Saumya Rathor of PepsiCo on this episode of MVP The Master’s Voice Podcast
A journey of empowerment and innovation
Saumya Rathor has been associated with PepsiCo India for close to five years now, and has dynamic experience from across 14 years in marketing and brand management, with a stellar background spanning giant corporations like ITC Limited, Amazon India, and Marico Limited. She has esteemed academic credentials from IIM and Harvard Business School, and brings to the table a unique blend of experience and vision. At PepsiCo, Saumya has been instrumental in steering the brand’s narrative, focusing on consumer-centric campaigns that resonate with the youth and embrace cultural insights.
Isse Kehte Hain Pyaar campaign
Reflecting on the latest campaign featuring Bollywood celebrities, Ranbir Kapoor and the timeless Neetu Singh, Saumya shares that the idea was to showcase the generational love for Lay’s, leveraging the emotional connection people have with the brand. The heartfelt narrative, titled Isse Kehte Hain Pyaar, aimed at showcasing the snack as a symbol of love that knows no bounds, except when it comes to sharing your favorite bag of chips!
Media Marketing Mix
The campaign employs a strategic media marketing mix, combining both broadcast and narrowcast approaches. While broadcast channels offer broad reach, narrowcast channels, such as digital and social media, facilitate two-way conversations and engagement with consumers. The goal is to make the campaign unmissable and unskippable, ensuring maximum impact and resonance with the target audience. The team at Lays, along with their media partners, carefully strategizes to leverage both broadcast and narrowcast mediums effectively, aiming to reach consumers wherever they are engaged attentively.
Marketing strategy insights
Saumya’s approach to marketing emphasizes the importance of consumer insights and authenticity. She believes in starting from a strong consumer insight that aligns with the brand’s ethos, leveraging big celebrities authentically when necessary.
Saumya also recognizes the evolving role of influencers in marketing, emphasizing their potential to amplify brand narratives when aligned with the brand’s values. She stresses the need for influencer marketing to enhance the brand’s story rather than overshadowing it, ensuring that every marketing tactic serves the brand’s communication goals effectively.
Brand Safety and current events
Saumya acknowledges the significance of staying aware of current events and trends, including the upcoming elections. While some may deem certain events as not brand-safe, she believes in leveraging opportunities to connect with consumers in meaningful ways. The campaign’s focus on love and positivity aligns well with the desire to provide a comforting escape for viewers amidst the news cycle. However, Saumya emphasizes the importance of genuine intent over opportunistic marketing, ensuring that the campaign’s presence in relevant channels is driven by consumer engagement rather than premeditated strategies.
The role of effective communication and consumer insight
The conversation delves deeper into how PepsiCo navigates the complexities of consumer engagement in a digitally dominated world. Saumya emphasizes the importance of social listening and responsiveness. She outlines PepsiCo’s approach to maintaining and enhancing its brand reputation through active engagement and addressing consumer feedback promptly.
Creating comprehensive brand experiences
Further discussing the balance between broadcast and narrowcast marketing, Saumya highlights the synergy of traditional media and digital platforms in creating comprehensive brand experiences that are both – wide-reaching and personalized.
Sustainability and Social Responsibility
An important aspect of the discussion revolves around PepsiCo’s commitment to social responsibility and sustainable practices. Saumya proudly speaks about the company’s efforts in empowering the agricultural community, including initiatives to impart skills and technology to more than 27,000 farmers. These efforts emphasize its identity as an agro-centric business at heart, and underscore PepsiCo’s belief in giving back more to the world than it takes.
Reflecting on past experiences
Saumya reflects on her journey from her foundational experiences at ITC to her current role at PepsiCo. Each phase of her career has contributed to her growth and development as a marketer. At ITC, she learned the value of hard work and witnessed passionate leaders in action. Amazon instilled in her a sense of empowerment and disciplined communication. Marico fostered fearlessness and empowerment, shaping her into a more confident professional. At PepsiCo, she experiences a blend of entrepreneurial energy and process-driven approaches, further enhancing her skills as a marketer.
Fostering individuality in team
Saumya prioritizes creating a safe and empowering environment for her team members to thrive. She values individuals who bring a unique perspective and encourages open communication and curiosity. While she sets high standards, she also recognizes the importance of supporting her team members’ growth and development. Saumya emphasizes the holistic well-being of her team, acknowledging the significance of mental and physical health alongside professional achievements. She believes in paying forward the mentorship and support she received throughout her career, striving to cultivate a positive and nurturing work culture.
Through her insights and experiences, Saumya exemplifies a strategic and empathetic leader committed to driving impactful marketing campaigns while fostering individual growth and well-being within her team.
Inclusive work culture
Saumya prioritizes building a healthy and inclusive work culture where her team members’ well-being is paramount. She emphasizes the importance of mental and physical health, recognizing that a supportive work environment fosters creativity, productivity, and overall success. Saumya strives to create a balanced work atmosphere that values both professional growth and personal well-being.
Growth and leadership at PepsiCo
At PepsiCo, Saumya finds a blend of entrepreneurial energy and structured processes, allowing for innovation and execution. She acknowledges the mentorship and leadership she has received, crediting her growth and success to the guidance of senior leaders. Saumya sees PepsiCo as a leadership academy, shaping not only her marketing skills but also her personal development as a leader.
Aspirations and team dynamics
Looking ahead, Saumya aims to continue fostering a culture of empowerment and inclusivity within her team. She emphasizes the importance of learning and development, both professionally and personally, and remains committed to creating impactful marketing campaigns that resonate with consumers. Saumya’s leadership style prioritizes collaboration, creativity, and individual growth, reflecting her belief in the power of teamwork and empathy.
Saumya’s leadership philosophy
Saumya emphasizes the importance of empathy and collaboration in her leadership philosophy. She believes in creating a supportive environment where team members feel valued, empowered, and motivated to contribute their best. By fostering a culture of trust and respect, Saumya aims to inspire her team to innovate, take risks, and achieve their goals collectively.
Continuous learning and adaptation
Saumya acknowledges the dynamic nature of marketing and the need for continuous learning and adaptation. She encourages her team to stay curious, embrace change, and challenge conventional thinking to stay ahead in the ever-evolving industry. By remaining agile and open-minded, Saumya aims to navigate challenges and capitalize on emerging opportunities effectively.
Personal growth and development
Reflecting on her own journey, Saumya emphasizes the importance of personal growth and development. She encourages her team members to pursue their passions, set ambitious goals, and invest in their professional development. By providing mentorship, guidance, and opportunities for growth, Saumya aims to empower her team to reach their full potential and achieve success in their careers.
Importance of Reputation Management
In today’s digital age, reputation management is paramount for businesses, as a single negative comment or tweet can quickly escalate into a crisis. Saumya underscores the significance of actively listening to consumer feedback through social media channels and proactively addressing any potential issues. By prioritizing consumer satisfaction and swiftly responding to concerns, businesses can mitigate reputational risks and reinforce positive brand perceptions.
Saumya emphasizes the need for a balanced approach to reputation management, which involves not only addressing criticisms but also amplifying positive sentiments. She highlights the importance of initiatives like “Lays Ki Love Commentary,” which provide a platform for consumers to share their positive experiences with the brand. By fostering a culture of listening and responsiveness, businesses can build stronger connections with their audience and cultivate brand loyalty.
As the conversation wraps up, it is evident that Saumya’s vision for PepsiCo India’s Potato Chips division transcends beyond marketing metrics and into the realm of creating lasting connections with consumers, fostering a culture of innovation, and driving the brand towards a more sustainable and socially responsible future.