Pepsico’s energy drink brand, Sting, partnered with Moj, a short video app, for the #StingMachaDe campaign.
The campaign, which featured choreographer Melvin Louis and actress Ashnoor Kaur, encouraged users to create short videos of themselves performing mundane tasks with no enthusiasm, which dramatically changes to an energetic and entertaining state with the help of Sting. The campaign generated over 4 billion views and close to 11 million shares on the app.
Five winners were chosen from thousands of participants in the 20-day campaign and given the opportunity to appear on the popular dance reality show, Jhalak Dikhhla Jaa. The campaign also featured an exclusive AR filter using body-tracking technology, which added an extra element to the videos created and helped boost user-generated content. The campaign was also promoted by celebrities including Karan Johar, Krystle D’Souza, Mohak Narang, Shehnaz Gill, Zaid Darbar, Janat Zubair, Avneet Kaur, Hina Khan, and Riyaz Aly on their social media platforms.
Talking about the success of the #StingMachaDe campaign, Udit Sharma, Chief Revenue Officer, ShareChat & Moj, said, “Moj is today the preferred platform for young India to discover and create content. By tapping into our massive influencer ecosystem and creatively leveraging our innovative lenses, our partners have figured out truly engaging ways of reaching out to their audiences at scale.The #StingMachaDe challenge is the latest one that reflects this partnership’s true spirit. STING was able to engage millions of users through a creatively designed campaign, which garnered billions of views, and gave an opportunity of a lifetime to our creators to groove with TV stars and participate in a reality dance competition.”
“The most critical thing for Sting is to catch the pulse of the ever-evolving newer generation and share its message in exciting formats that GenZ and millennials relate to. Short video platforms like Moj help connect with Indian youth in ways that they are most enraptured by. We are thrilled with the response this collaboration has generated in a short period of time,making some new records in the process,” said Naseeb Puri, Senior Marketing Director, Energy, Hydration & Flavours, PepsiCo India
