Avinash Choudhary

Consulting D2C & Retail startups across multiple workstreams

• Bakingo: Defining complete brand strategy & developing brand communication to broaden the consumer funnel.
• Nothing before coffee: A 100 Cr.+ tier 2 retail Coffee chain– Defining complete brand strategy, creating a complete brand REFRESH for a scale up readiness,
• Burger Singh – Defining franchise acquisition playbook & anchoring brand strategy & brand REFRESH to drive dine in sales.

• Driving growth with customer acquisition, retention & brand strategy
• Leading a team of brand communication, digital media & customer marketing
• Driving new customer acquisition via precision marketing, events and on ground activations
• Building company owned delivery app growth model for future

• Driving growth with customer acquisition, retention, brand strategy & NPD
• Defined brand strategy to guide communication, product development & experience at cafe.
• Chai Frappe- Built a portfolio of indulgent cold chai’s portfolio with 360
• Premium cold beverage portfolio: Solved for the biggest challenge of CHAI's first brand, the adoption of the cold portfolio. Developed a cold beverage portfolio anchored in consumer demand spaces.
• Brewing World Cups: Launched 5 authentic teas from cricket World Cup participating nations during the ICC World Cup. +3% mix change in the non-milk tea portfolio.
• Indie fusion tacos, riding on the popularity of Mexican cuisine, launched indie fusion tacos.
• FMCG partnership model: Designed and executed a new FMCG partnership revenue model with Chaayos and Doritos. The partnership helped earn 1 crore EBITDA.

Few Outcomes:

• Premium experience, communication and new products increased average order value by +15%.
• Arrested same store decline from -4% to now +2%
• Cold beverage portfolio incident went up from 23% in summers to 52% and stayed at 40% for FY
• Worked on aggregators profitability as critical experience project & brought down discounting by 6%. This resulted in incremental profit of 90L per month with no dilution of topline.
• Boosted sales performance through the creation of engaging promotional materials and targeted advertising strategies.

• Led trade marketing and Franchise Relations. A system integrator for marketing, franchise sales and bottler.
• Establish a robust monthly & quarterly revenue planning process between PepsiCo & VBL to drive topline.
• Led the design and commercialization of a 600ml @ INR 30 CSD packs, contributing to +6% mix shift.
• Designed the Focus Month Objective strategy to simplify the salesman's selling agenda & drive growth.
• Pioneered the creation of the first-ever digital retailer loyalty program to expand beverage penetration in MEGA cities of the country. +1% share gain in metros.

• Led the collet portfolio of Kurkure – a INR 2,000 crore+ brand in extruded snacks.
• Crafted a comprehensive brand refresh strategy aimed at cultivating preference among the youth. This encompassed the introduction of new communication, "Ab Lagaa Masala," featuring Akshay Kumar, and a packaging refresh designed to convey a sense of abundance and indie cool.
• Developed and implemented a 'Disrupt South' strategy with a comprehensive 360-degree approach. This involved enhancing the core variant with a localized proposition, and introducing an upgraded Masala Munch campaign featuring Samantha Prabhu.
• Expanded brand franchise by launching two new flavors.
• Conceptualized and executed a digital-only campaign, “Share Kurkure, Not Rumors,” to eradicate the rumor that Kurkure contains plastic from the digital space.

Negotiated a zero-cost partnership and developed two festive promo campaigns over two years.

• 2019: Implemented a promotion entailing SKU price-equivalent PayTM cashback. 180 mn packs.
• 2020: During the COVID period, when mobile data was a commodity, we introduced offers of 1 GB and 2 GB of data free with every purchase.

Few outcomes:

• Awarded 'Brand of the Year' in 2018. PepsiCo India.
• Consistent double-digit all-India growth over three business cycles. South: Arrested a decline of -VE CAGR to now +18% YOY growth.
• Kurkure moved up by 15 ranks in the 2020 brand equity survey of 'Most Trusted Brands.'
• Won the 2018 Abbys and the 2019 Emvies for the 'Share Kurkure, Not Rumors' campaign.
• Won gold at the Digi Asia platform for the new flavor launch campaign.

• Spearheaded the media strategy, buying, digital transformation and agency relationship for PepsiCo India brands:
• Managed media procurement of INR 350 Cr.+ across PepsiCo brands, including large media buys like IPL
• YOY delivered 10% ROI on total media investment by creating scaled joint business plans.
• Led the digital transformation agenda by establishing first ever real time social media listening
• PepsiCo India brands won 17 media awards at various industry forums during year 2017-19
• Digital media investment moved from 3% of total media investment to 18% from 2016 – 2018.
• Built a unique 100% media backed revenue partnership for Pepsi CSD & nutrition brands:

• Led the media strategy, buying & planning for Tata Docomo Brand: Media Investment: INR 200Cr+
• Responsible for translating all marketing briefs into media briefs and delivering high decibel multi-media.
• Led the media agency pitch process and transitioned from Lodestar to Mediacom.
• Anchored IPL and other cricketing tournament media buys for brand Tata Docomo.

• Led Integrated media planning and strategy for PepsiCo beverages portfolio brands: 7 Up, Dew, Slice, Pepsi.
• Developed and implemented Pepsi T20 World Cup 360 media campaign
• Developed 360 media amplification for Pepsi’s big ticket IPL campaign.
• Successfully drove Mindshare exchange agenda of diverting niche TV channel investments to digital media.
• Bagged PepsiCo’s STAR Performer of the year (2009 & 2011, 2015)