Sonic Sixes
Diksha Bajaj, Category Head–Energy Drinks Portfolio, PepsiCo India, shares how Sting is using sonic branding in cricket to build long-term recall
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Published: Mar 7, 2026 1:15 PM | 1 min read
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Q] What was the creative thought process behind this campaign?
At PepsiCo and Sting, everything we do is part of our consumer-centric approach. Even with this campaign, the consumer was at the centre of our thought process. One of the biggest passion points of the Indian youth is cricket. Within that, one of the highest or peak energy moments, is a six. During the creative ideation process, we arrived at a brilliant insight: No matter what kind of six it is, we simply call it a six. But is every six the same? Not really. The energy behind every six is what differentiates one from the other.
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