NEW DELHI: PepsiCo is planning to heighten its expenditure on digital media and in-store promotions in India, according to Punita Lal, the company's executive director for marketing in the country.

The food and beverage titan posted a 32% uptick in revenues in the Asian nation last year, and TAM Media Research ranks the US giant in the top ten firms by adspend in the fast-growing economy.

According to the Economic Times, the business news title, the owner of Gatorade and Mountain Dew has a domestic annual marketing budget of 120 crore rupees ($25.9bn; €19.2bn; £17.0bn).

Lal indicated that online, including social networks and the mobile web, would play an increasing role within its communications plan going forward.

She further suggested that some 8% of PepsiCo's total expenditure in this area could be delivered to these channels, and other below-the-line activities like promotions.

A recent campaign for its trademark cola brand, called "What's Your Way", avoided TV entirely, favouring user-generated content from social networks like Facebook, Orkut and Twitter.

"The only way to make one's brand popular among the youth is by co-creating, by getting cutting-edge consumers to be the brand ambassadors and by coming up with innovative story telling ideas," said Lal.

"With rising confidence levels, the youth see themselves as their own stars."

More broadly, the company's non-traditional media strategy has encompassed a pilot project involving local Resident Welfare Associations, where passers-by can sample the firm's Tropicana fruit juice range.

Around 15,000 consumers are thought to have been reached this way to date.

Data sourced from Economic Times/Afaqs; additional content by Warc staff