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Tanvi Swami Joins PepsiCo as Marketing Director for Pepsi, 7UP and Mirinda

Ad Tribe! Bureau2 min read
Tanvi Swami, Marketing Director for Pepsi, 7UP and Mirinda at PepsiCo

Tanvi Swami has been appointed Marketing Director for Pepsi, 7UP and Mirinda at PepsiCo, announcing the move in a LinkedIn post. She arrives from Pernod Ricard, where she most recently served as Marketing Director.

  • Appointee: Tanvi Swami
  • Role: Marketing Director, Pepsi, 7UP and Mirinda, PepsiCo
  • Announced via: LinkedIn
  • Joins from: Pernod Ricard, most recently as Marketing Director
  • At Pernod Ricard: led marketing for Chivas Regal and The Glenlivet, and previously managed the gin portfolio and Lillet
  • Earlier: Kellogg Company, in regional and India roles across Chocos, Muesli, Granola and Special K
  • Before that: sales and marketing at Britannia Industries
  • Career began: in advertising, at JWT and Leo Burnett

Three Brands, Three Different Jobs

The remit is broader than a single-brand marketing directorship, and the three brands are not variations on one problem.

Pepsi is a share fight against a larger competitor, fought largely on cultural relevance and celebrity. 7UP is a lemon-lime brand competing in a segment where the category leader is entrenched and regional preference matters. Mirinda plays in orange, which in India is a heavily contested and price-sensitive flavour segment.

Running all three means allocating attention across a defensive brand, a challenger and a volume brand at the same time.

Spirits to Soft Drinks

The move from Pernod Ricard is a bigger jump than the shared beverage label suggests. Chivas Regal and The Glenlivet are premium spirits, marketed under India's advertising restrictions on alcohol, which force brands into surrogate advertising, experiential work and long-cycle brand building.

Carbonated soft drinks are the opposite discipline: mass reach, high frequency, seasonal peaks, aggressive price-pack architecture and no restriction on how directly you can sell.

The Kellogg and Britannia years are the more relevant preparation for that, both being high-velocity packaged foods businesses with retail and distribution at the centre. Starting at JWT and Leo Burnett also means she has seen the brief from the agency side, which is not universal among Indian client-side marketing directors.

Swami said she is excited to start the role and thrilled to join a dynamic team with iconic brands, thanking the leadership and talent team for the opportunity.

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#Beverage Marketing India#PepsiCo India#Tanvi Swami
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