Mumbai: PepsiCo India’s Sting Energy has unveiled the next chapter of its sonic brand universe, transforming every cricket Six into a signature ‘STIINNGGG’ moment. With the idea “Longer the Six, louder the Sting sonic,” the brand aims to own the sound of every Six this season, reinforcing that not every boundary — and certainly not every Six — is the same.
Building on its growing cultural footprint, Sting Energy’s nationwide campaign positions the brand at the heart of cricket’s most high-voltage moments. The Sting sonic becomes the defining qualifier of every Six, stretching, intensifying and evolving based on the magnitude of the hit.
The campaign’s centerpiece is a high-energy film featuring cricket legends Yuvraj Singh and Ravi Shastri. Set on a cricket ground brimming with nostalgia and flair, the film opens with playful banter before escalating into a series of towering Sixes. With each massive strike, Yuvraj reveals that the longer the Six, the louder the ‘STIINNGGG’ signature sonic.
Responding in his unmistakable style, Shastri amplifies the drama through evolving commentary — from ‘STINNNNNGGGG’ to ‘STIINNGGG’ to ‘STINGGGGGG’ — reinforcing that no two Sixes sound or feel alike. By the final hit, the sonic becomes more than a sound effect; it becomes the pulse of the moment, cementing Sting Energy’s association with cricket’s peak energy highs.
Commenting on the announcement, 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 at Leo Burnett – South Asia, shared, “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 roll out across television, digital, and social platforms, targeting young audiences who thrive on energy, passion, and high-intensity moments — aligning Sting Energy firmly with the sound of cricket’s most electrifying Sixes.
