Mumbai: PepsiCo India’s Sting Energy has unveiled a high-voltage campaign that transforms every cricket six into a signature ‘STIINNGGG’ moment. Built on the idea “Longer the Six, louder the Sting sonic,” the initiative aims to own the sound of cricket’s most electrifying shots this season.

Positioning itself at the heart of peak match energy, Sting introduces a dynamic sonic identity that stretches and intensifies depending on the magnitude of the hit. The campaign’s hero film features cricket icons Yuvraj Singh and Ravi Shastri. Set in a nostalgic stadium backdrop, the film begins with playful banter before escalating into towering sixes. With every massive strike, the evolving ‘STIINNGGG’ sound grows louder and longer, reinforcing that no two sixes feel – or sound – the same.

Diksha Bajaj, Category Head – Energy Portfolio at PepsiCo India, shared that the campaign is rooted in the insight that every six carries a distinct energy. By making the sonic identity a qualifier of each shot, Sting deepens its connection with cricket fans and youth culture.

Yuvraj Singh highlighted how the campaign captures the thrill of big cricketing moments, while Ravi Shastri noted that adding a sonic signature elevates the drama of commentary. Conceptualised by Leo Burnett South Asia, the campaign will roll out across television, digital, and social platforms, cementing Sting Energy as the sound of cricket’s biggest highs.