STING ENERGY, from PepsiCo India, has unveiled the next phase of its sonic brand platform, aiming to turn every cricketing six into a signature ‘STIINNGGG’ moment. Building on its expanding cultural footprint, the brand is setting out to own the sound of every six this season, per the media release.
At the heart of the campaign is a film starring former India cricketers Yuvraj Singh and Ravi Shastri. Set on a cricket ground infused with nostalgia and flair, the film begins with light-hearted banter before building into a series of towering sixes. With each powerful strike, Singh reveals that the longer the hit, the louder the ‘STIINNGGG’ sonic signature.
In his trademark style, Shastri amplifies the moment with animated commentary, adapting the drawn-out ‘STIINNGGG’ call to match the scale and drama of each shot reinforcing the idea that no two sixes sound or feel the same.
The campaign will roll out across television, digital and social platforms, targeting younger audiences during the cricket season.
PepsiCo India category head – energy portfolio Diksha Bajaj said, “Cricket is one of the biggest passion points in this country, with the Sixes making for peak energy moments. Our campaign is rooted in the insight that no two sixes are ever the same. Every Six is different in its energy; so, we set out to bring the distinct Sting sonic identity as a qualifier that redefines every Six. This cricket season, longer the six, louder the ‘STIINNGGG’. So, when you hear a Six, you either go it is a ‘STINNNNNNGGGGG’ Six or a ‘STINGGGG’ Six? We are thrilled to bring this campaign to life with standout cricket icons, Yuvraj Singh and Ravi Shastri, who have brought the right energy to make it a ‘STIINNNGGG’ energy season enjoyed by fans.”
Singh commented, “Cricket has always been about big moments and big energy for me, and nothing captures that like a Six. What I love about this campaign is how Sting Energy has turned that feeling into something fans can actually hear and celebrate together. It’s bold, it’s disruptive, and it matches the intensity the game deserves. I look forward to be associated with a brand like Sting Energy that has built a strong connection with today’s youth culture and brings a unique perspective to everything it does.”
Shastri expressed, “For me, commentary on a Six has always been the most exhilarating part of the game. It’s that split second where the energy shifts rapidly as we race to describe the shot, its length, its power to the listeners. This campaign takes that passion and gives it a whole new dimension by adding a distinct sonic. The idea of owning the sound of every Six is powerful and instantly relatable for cricket fans. I’m thrilled to be part of a campaign with Sting Energy that celebrates the drama, volume and pure of the sport.”
