PepsiCo has launched Sting Energy’s latest campaign featuring cricket icons Yuvraj Singh and Ravi Shastri, unveiling a new chapter in its aural brand world by transforming every six into a trademark ‘STIINNGGG’ moment.
Building on its rising cultural impact, Sting Energy starts the season with an ambitious goal: to own the sound of every Six. Not every boundary or ‘Six’ is the same when the ball clears it. This national campaign puts Sting Energy in the heart of cricket’s most exciting moments, with Sting Energy sound serving as the qualifier to characterise every Six shot.
Set on a cricket pitch brimming with nostalgia and flair, the video begins with casual banter and builds to a power-packed sequence of soaring sixes. Yuvraj demonstrates to the audience that the longer the Six, the louder the ‘STIINNGGG’ characteristic sound.
Shastri responds with his signature flair, highlighting the developing intensity of each blow, heightening the tension and demonstrating that no sixes sound or feel identical. Ravi’s remark on each hit runs from ‘STINNNNNGGGG’ to ‘STIINNGGG’ to ‘STINGGGGGG’, demonstrating that each moment is unique.
Together, the powerful team brings Sting Energy’s auditory universe to life, demonstrating how the ‘STIINNGGG’ expands, grows, and intensifies with each individual towering impact. By the last stroke, it is no longer just a sound effect; it is the pulse of the moment, confirming Sting Energy as the unmistakable sound of cricket’s high-energy moments.
Diksha Bajaj, Category Head – Energy Portfolio, PepsiCo India, 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.”
Yuvraj Singh, on the campaign, “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.”
Ravi Shastri, on the campaign, “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.”
Vikram Pandey, Chief Creative Officer Leo – South Asia, said, “To truly bring alive the energy of a six, we gave every six its own ‘STIINNGGG’. And what better way to recreate this than with Yuvraj Singh, the iconic smasher of sixes, paired with Ravi Shastri’s legendary commentary, allowing us to relive most energetic cricketing moments through a fresh, sonic lens.”
The campaign will be launched across television, digital, and social media channels, with the goal of engaging with young audiences who live life to the fullest and thrive on energy, passion, and drive.
