Gurgaon, Feb 25 (Asianet/UNB) - Learning from mistakes made globally in digital marketing, food and beverage major PepsiCo is adopting innovative methods in India to tap the potential of social media for building brand equity and increase sales.

"India is a unique place and market. There have been a lot of mistakes made around the world in terms of digital marketing. India does not have to make the same mistakes," PepsiCo Beverages (Global Head Digital) Shiv Singh said at the Ad Techsummit on digital marketing here.

Asked how differently the company will be approaching the Indian market when it comes to tapping the potential of the digital media, he said: "We should not look at digital medium strictly from the lens of advertising spends, but approach it in an innovative manner."

Citing the example of how the firm used Facebook during the cricket World Cup last year, he said: "Pepsi's Facebook campaign was the most recognised brands during the event. We also got an award from FB on that. So we are using social media in a big way here for building brand equity."