Mumbai: PepsiCo India has expanded its energy drink portfolio with the launch of Sting® Classic Kick, a new flavour under its Sting® Energy brand aimed at consumers seeking bold and differentiated experiences.
The new flavour introduction is supported by a high-energy campaign film featuring actor Lakshya, designed to capture the intense and confident personality of Sting® Classic Kick.
The campaign film, set inside a stylish restaurant, showcases Lakshya stepping into a tense situation with wit and composure. In the film, two intimidating men are seen troubling a waiter before Lakshya casually intervenes. After being mocked by the men, the actor takes a sip of Sting® Classic Kick and dramatically uses peanuts on the table in a stylised action sequence that sends the men flying backwards, reinforcing the product’s bold positioning.
With the launch, PepsiCo India aims to further strengthen Sting®’s presence in the growing energy drink segment by offering consumers more flavour choices while retaining the brand’s youthful and disruptive identity.
Commenting on the launch, Diksha Bajaj, Category Head – Energy Portfolio, PepsiCo India, said, “As the leading brand in India’s energy drink category, Sting Energy continues to expand and evolve the category through innovation that offers consumers greater choice and differentiated flavour experiences. With the launch of Sting® Classic Kick, we are introducing an enhanced bold new flavour that responds to evolving consumer preferences while staying true to the high-energy experience Sting Energy is known for. The launch reinforces our commitment to continuously growing the category and bringing exciting new offerings to consumers.”
Speaking about the campaign, actor Lakshya said, “While shooting the campaign, I really enjoyed the intense energy and cinematic treatment that the film brings alive. The action, humour and confident storytelling come together in a very entertaining way, making the campaign feel stylish and impactful. What makes the campaign stand out is how effortlessly it captures the bold and distinctive appeal of the all-new Sting Classic Kick flavour, and I’m excited for audiences to experience it.”
The campaign adopts a more confident and high-intensity tonality for the Sting® Classic Kick flavour, supported by cinematic visuals, stylised action, and energetic storytelling aimed at younger audiences.
PepsiCo India said the campaign will roll out across television, digital platforms, social media, influencer collaborations, and outdoor advertising as part of a 360-degree marketing push.
Sting® Classic Kick will be available across modern trade, traditional retail outlets, and leading e-commerce platforms in India in 180ml cans priced at ₹30 and 300ml PET bottles priced at ₹20.
