NEW DELHI: Digital, and especially mobile, will be the medium of choice for marketers looking to increase reach, engagement and measurement, the head of PepsiCo in India believes.

"Wherever I go, people express doubts about the effectiveness of mobile. Today, I am here to clear all those doubts," declared D. Shivakumar, Chairman & CEO of PepsiCo India, as he addressed the IAMAI Marketing Conclave in New Delhi.

"Indian marketing is brimming with great opportunities for mobile media," he said. 

And he explained that marketing strategies which target India's emerging digital class are helping PepsiCo's stable of brands catapult their reach and engagement in the country. (For more, read Warc's exclusive report: PepsiCo India embraces a digital and mobile future.)

More than 50% of search is through mobile in India, as are more than 50% of travel and shopping queries. Indians also prefer to use their mobile for engaging with video – more than 50% of YouTube viewing is on mobile devices.

But brands must consider effective measurement to get the most out of their investment.

"Our immediate focus should be on facilitating and sharing insights, creating industry benchmarks and guidelines that will help marketers leverage mobile as core to their business and marketing strategies," said Shivakumar.

He cited the example of a campaign where PepsiCo India partnered with chef Vikas Khanna, to invite Indians to come up with their own recipes for Quaker Oats and compete for the prize of the "best bowl".

Over a six-week period, Vikas gave a challenge and viewers had to make their tastiest bowl of oats according to the terms, click a picture of their bowl with the pack of Quaker Oats and upload it on the contest website.

The campaign titled #BringYourTastiestBowl received an overwhelming response and ended up giving PepsiCo so many recipes for oats that it doesn't know how to utilise them all.

"Such is the power of digital," Shivakumar said.

Data sourced from Warc