App based distribution channel for PepsiCo through strategic Partnership with RailYatri to deliver combo meals with PepsiCo beverages on train

1. CHUG CHUG ON CHUK CHUK

2. THE FIZZ IS THERE
BUT WHAT NEXT?
THE COLA CATEGORY IS HIGHLY COMPETITIVE CATEGORY IN
INDIA AND MOST OF THE GROWTH AVENUES WERE SHOWING
SIGNS OF DECLINES

3. • 30% OF CSD CONSUMED WITH FOOD; OVER-
INDEXED ON COLA
• KEY ‘NEED’ WITHIN FTT
• E&D CONTRIBUTES 33% TO COLA VOLUMES
“STAND-OUT” CONSUMPTION
OCCASION
30% of beverages consumed were with food, and it was
over-indexed on cola. Eateries and Restaurants
contribute 1/3rd of the cola volumes…

4. …and a peek into our neighboring countries’ markets
prove that beverage brands associating with food have
hit the jackpot.
50 48
40
GROWTH
FOOD ASSOCIATION IN CSD IN PAKISTAN
19% 18% 22%
“STAND-OUT” CONSUMPTION
OCCASION

5. Interestingly, this space in India wasn’t owned by any brand. Pepsi was the perfect fit.
OPPORTUNITY FOR PEPSI TO OWN FOOD X FUN TIMES
TOGETHER
PEPSI CAN OWN PROPRIETARILY
COMPLIMENTS THE
TASTE
FAMILY
IN HOME
TIE UPS
ENHANCES
THE MOMENT
FRIENDS
OUT OF HOME
360 PROGRAM

6. ACROSS THE COUNTRY, THE VAST ARRAY OF CUISINES
PRESENT A CHALLENGE FOR ANY BRAND LOOKING TO
ASSOCIATE WITH FOOD.
WE NEEDED A PLATFORM THAT WOULD ENABLE IT TO COLLECTIVELY REACH OUT TO THIS VAST AUDIENCE ALL
THE WHILE PUSHING IT’S BRAND NARRATIVE OF BEING ASSOCIATED WITH FOOD AT THE POINT OF INCIDENCE.
SO, WE ZEROED ON TO THE
INDIAN RAILWAYS.

7. 8.1 BILLION
TRAIN TRAVELERS LAST YEAR
1.1 TRILLION
PASSENGER KILOMETERS TRAVELLED LAST YEAR
HOW DO YOU REACH AS WELL AS ENGAGE WITH THE HUGE NUMBER OF
PASSENGERS OF THE INDIAN RAILWAYS?

8. 337 MILLION
SMARTPHONE USERS
8 GB
PER MONTH PER USER
THE SOLUTION WAS THERE IN THE FORM OF MOBILE
TECHNOLOGY
INDIAN ECONOMY WAS SEEING A BOOMING SMARTPHONE GROWTH AS WELL AS DATA CONSUMPTION. SMART PHONE USERS HAVE BEEN
GROWING AT A RATE OF 15%. THE AVERAGE DATA CONSUMPTION IS ONE OF THE HIGHEST IN THE WORLD.

9. THE IDEA WAS TO COMBINE– TRAVEL, FOOD SERVICES, INDIAN RAILWAYS AND
TECHNOLOGY TOGETHER WITH MOBILE AT THE CENTRE.
TRAVEL
FOOD
SERVICES
FOOD
SERVICES
INDIAN
RAILWAYS

10. RAIL YATRI
THE SCALE OF INDIAN RAILWAYS MADE PARTNERING WITH THEM A LOGISTICAL
NIGHTMARE – TRAIN DELAYS, FOOD QUALITY, PASSENGER COMFORT AND ALSO,
THE BUREAUCRACY.
SO PEPSI WAS LOOKING FOR A CREDIBLE PARTNER -
AND FOUND THE SAME IN

11. BUT WHAT FOOD
TO PAIR WITH?

12. 2 million passengers 300 menu items 160+ vendors
9 Billion Combinations
PASSENGER INFORMATION
TRAIN
INFORMATION
WEATHER
2 – 3 MEAL COMBOS PER CUSTOMER
For Customers
COLLABORATIVE
FILTERING

13. FOR THIS, WE USED COLLABORATIVE FILTERING MODEL. IT IS FAMOUS FOR ECOM
CART SORTING THAT ASSISTS US FOR PREFERENCE ANALYSIS BASIS PASSENGER
INFORMATION AND THE GROUP HE/SHE FALLS UNDER LIKE AGE, GENDER,
LOCATION, RELIGION (BASIS NAMES), LAST ORDER, LAST TRAVEL TIME, ORIGIN,
DESTINATION, “TIME TO STATION” AND WEATHER
THIS WAS DONE FOR 2 MN+ PASSENGERS WITH 300+ MENU ITEMS AND 160
VENDORS ACROSS… ALMOST ABOUT 9 BILLION COMBINATIONS TO FILTER WITH
EACH HIT…

14. THIS GAVE US AROUND 100+ FOOD
PAIRINGS TO CONCENTRATE
ON…FOCUSING ON DIFFERENT ROUTE
AND DIFFERENT DAY PARTS.
WE ALSO THOUGHT ABOUT OUR VENDORS…

15. 2 million passengers 300 menu items 160+ vendors
9 BILLION COMBINATIONS
MEAL
PREFERENCE
PAST
ORDERS
DESTINATION
AHEAD
K-NEXT-
NEIGHBOURS
MODEL
2 – 3 RELEVANT MEAL COMBOS FOR MAXIMUM BILLING
For Vendors

16. TO ENSURE ORDER IS BENEFICIAL BOTH FOR CONSUMER
AND VENDOR WE USED K-NEXT-NEIGHBOURS
(KNN) MODEL TO CREATE MEALS THAT ARE RELEVANT FOR
THE CONSUMER AND EFFECTIVE FOR THE VENDOR.
THE MODEL ALSO HELPED VENDORS GET MENU
PREFERENCES FROM CUSTOMERS, TO TWEAK THEIR MENU
TO GET MORE ORDERS. IT WAS A WIN-WIN SITUATION
FOR THEM ALL!

17. AND DELIVERY
BACKBONE?
PERFECTING DELIVERY MECHANISM WAS THE NEXT TASK TO DELIVER FOOD AT THE RIGHT
TEMPERATURE AT THE RIGHT TIME. FOOD WARM & PEPSI CHILLED…

18. MINDSHARE COLLABORATED WITH RAIL YATRI AND
DEVISED MOBILE CENTRIC TECHNOLOGY SOLUTION TO
THIS PROBLEM. RAILWAY STATION, VENDOR AND TRAIN ALL
THREE NODES WERE TRIANGULATED USING MOBILE
COORDINATES.

19. MOBILE
SOLUTION CLOUD
TRAIN POSITION
NEXT UPCOMING STATION
KM TO STATION / TIME TO REACH
# OF PASSENGERS (ORDERS)
DELIVERY MAP
TO VENDOR
PREFERRED PLATFORM
EXPECTED ARRIVAL TIME
CONFIRMED PLATFORM AND BOGIE POSITION
VOLUME/ ORDER VARIETY / HYGIENE
TIME TO DESTINATION

20. WE DEPLOYED CLOUD BASED MULTI-TENANCY
SOLUTION (ONE FOR EACH TRAIN) WHICH HANDLED
1000+ SYNCHRONOUS API CALLS EVERY 15
MINUTES FOR DELIVERY AND TRAIN POSITIONS
FROM ACROSS INDIA SPANNING 160+ STATIONS .
THIS INFORMATION ON REAL TIME WAS PASSED ON TO “VENDOR” TO PROVIDE
“ESTIMATED TIME FOR DELIVERY” ONCE ALL THREE WERE PROJECTED ON GOOGLE
MAP WE COULD DELIVER ALMOST ON-ARRIVAL DELIVERY WITH HYGIENE INTACT”

21. THIS CAMPAIGN BROUGHT ALIVE
‘DYNAMISM’ IN ITS TRUEST FORM EVER.
OUR INSIGHTS AND RESEARCH ENABLED US TO CREATE CONTEXTUAL MESSAGING. THIS, MAPPED
WITH THE USER BEHAVIOR THROUGH MACHINE LEARNING – PAST PURCHASES, INTERESTS,
JOURNEY ROUTE, ENSURED WE WERE REACHING OUT TO THE RIGHT GUY WITH THE MOST
RELEVANT COMMUNICATION.

22. LEVERAGING ALL THE TOUCH POINTS TO
PROMOTE
PEPSI X FOOD
PROPOSITION
TICKET CONFIRMATION

23. LEVERAGING ALL THE TOUCH POINTS TO
PROMOTE
PEPSI X FOOD
PROPOSITION
ORDER CONFIRMATION

24. LEVERAGING ALL THE TOUCH POINTS TO
PROMOTE
PEPSI X FOOD
PROPOSITION
IN-APP NOTIFICATION

25. LEVERAGING ALL THE TOUCH POINTS TO PROMOTE
PEPSI X FOOD PROPOSITION

26. WE REALIZED THERE WAS A MUCH BIGGER BUSINESS OPPORTUNITY TOO. WITH MORE
RESTAURANTS BECOMING OUR PARTNERS, THE ROI POTENTIAL WAS GROWING BY THE
DAY; THIS BECAME A NEW FRANCHISEE MODEL FOR PEPSI, A BIG ONE AT THAT. THIS
INFECT IS NOT JUST A CAMPAIGN; IT IS A PARTNERSHIP WHICH IS LIVE 24X7 365 DAYS…
WITH AN INNOVATION SO EPIC, THE
RESULTS WERE BOUND TO BE AWESOME.

27. 104 MN
IMPRESSIONS
160 +
STATIONS
1 BN
STATIONS COVERED
7.8MN
TG REACHED
THIS PARTNERSHIP COVERED 1 BILLION KILOMETERS OF TRAVEL ON
RAILWAY AND REACHED OUT TO 7.8 MN TRAVELERS DURING THE
CAMPAIGN. THE ‘BOOK MEALS ON TRAIN’ SECTION ON THE APP
SERVICED ABOUT 160+ STATIONS GENERATING 104MN IMPRESSIONS.
VARIOUS SECTION OF THE APP WAS TAKEN OVER WITH PEPSI BRANDING THAT SERVED AS A REMINDER AND
EDUCATED CONSUMERS ABOUT THE OPPORTUNITY TO ORDER PEPSI ALONG WITH THEIR MEAL

28. 287% ROAS 186% INCREASE IN
RESTAURANT COVERAGE
4 LAKH UNITS
SOLD

29. IN A NUTSHELL, WE DID THE
FOLLOWING:
• USED TECHNOLOGY INNOVATIVELY TO GET FOOD SERVICES AND TRAVEL TOGETHER
ON THE SAME PLATFORM WITH MOBILE AT THE HEART OF IT
• HAD A DATA DRIVEN APPROACH TO ARRIVE AT THE MOST OPTIMUM FOOD OFFERINGS
• USED MOBILE AND MULTI TENANCY CLOUD TECHNOLOGY TO NEGATE THE TRAIN
DELAY, REROUTING, ETC TO DELIVERY FOOD AT THE RIGHT TEMPERATURE
• AND USED CONTEXTUAL TARGETING TO DELIVER THE RIGHT MESSAGE TO THE RIGHT
PERSON AT THE RIGHT TIME
• WE ENDED UP CREATING AN ALTERNATE FRANCHISE MODEL

30. Mindshare has been our strategic
partner and has been instrumental
throughout the campaign journey –
right from identification off the
demand space to accentuating the
consumer journey and bringing out
data led insights and stories. Vipul Prakash
SVP
, PepsiCo