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PepsiCo chief calls for deepening consumer-connect
FEBRUARY 1: Delivering the 19th Ayaz Peerbhoy Lecture on ``Communicating with the Consumer in the New Millennium'' in Bangalore, PepsiCo India Holdings chairman P M Sinha said anticipating change and connecting with the consumer would be the touchstone of marketing, brand and advertising success in the new millennium. He said: ``Pepsi anticipated the changing times with the `yehi hai right choice baby' campaign, which made choice an elevated street lingo.To communicate effectively, we need to address the shifts in the personal and professional lives of consumers - like an open attitude towards sex. There will be a shift from product performance to the entire experience surrounding the brand, which will only serve to place a disproportionately high premium on deepening the brand connect with the consumer.'' He added, communication shall have to chart the course of attitudinal changes towards spending, consumption, social restraint, relationships and community. Copyright © 2000 Indian Express Newspapers (Bombay) Ltd.
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