Sting saves the day in this thriller of an ad

PepsiCo India has dubbed its new ad ‘Sting Energy’s Dart’ as India’s quickest thriller to establish the brand’s ‘Energy Ka King, Sting’ positioning. 

Set in a location outside India, the thriller of an ad features a mysterious sniper who gears up to take down a VIP on one end of the city while a group of friend’s revels in a party nearby. Amidst the fun, the protagonist, fueled by a swig of Sting energy, misses a dart throw, setting off a surprising chain of events. As the dart electrifies its trajectory, it intercepts the sniper just as he's about to pull the trigger, thwarting the assassination attempt. The next morning, as news of the failed plot spreads, the hero and roommate are stunned. But a confident smirk from the hero shows the true strength of Sting energy. The sound design aiding the build-up of tension and camerawork guides viewers to the edge of their seat, as the thriller ends to reiterate 'Energy Ka King, Sting' positioning. 

The short film will be amplified across digital, outdoor, and social media, further extending its reach with premieres of the Dart film in PVR theatres. The brand also roped in influential voices across genres such as Bollywood celebrity Aparshakti Khurana, director Farah Khan, radio personality RJ Kisna, film critic Rajeev Masand, stand-up comedian Harsh Gujral and entrepreneur Ankur Warikoo to watch the film and share their views on India’s quickest thriller on Instagram. 

Ankit Agarwal, Associate Director, Energy & Hydration, PepsiCo India said, “Sting's campaigns have consistently resonated with audiences, employing wit, surprise, and extravagant entertainment to amplify awareness and highlight the undeniable benefits of Sting energy. This year, we're thrilled to unveil our latest campaign, pulsating with the electrifying essence of Sting, captivating audiences with its thrilling narrative and jaw-dropping twists. With this launch, we're not just offering a cinematic experience; we're cementing Sting as the undisputed 'Energy ka king' in the market. To establish this further, our ad, ‘Sting Energy’s Dart’, is playing on PVR theaters as a movie show in probably the first ever move by a brand, marking our exhilarating entry into the cinematic world."