Sting Energy gives every six its own sonic identity, this cricket season

Sting Energy, PepsiCo India’s high-voltage energy drink, today unveiled the next chapter of its sonic brand universe — transforming every Six into a signature ‘STIINNGGG’ moment. Building on its growing cultural presence, Sting Energy enters the season with a bold ambition: to own the sound of every Six. Because when the ball clears the boundary, not every boundary is the same; not every Six is the same. This nationwide campaign positions Sting Energy at the center of cricket’s most energetic moments with Sting Energy sonic becoming the qualifier to define every Six shot.

The campaign’s centerpiece is a high-energy film featuring cricket legends Yuvraj Singh and Ravi Shastri. Set on a cricket ground charged with nostalgia and flair; the film opens with playful banter and escalates into a power-packed sequence of towering Sixes. With every smasher Six, Yuvraj reveals to the audience that longer the Six, louder the ‘STIINNGGG’ signature sonic.

Responding in his unmistakable flair, Shastri calls out the evolving energy of every strike, building the drama and proving that no Sixes sound or feel the same. With every hit, Ravi’s commentary ranges from ‘STINNNNNGGGG’ to ‘STIINNGGG’ to ‘STINGGGGGG’, proving that every moment carries its own.

Together, the dynamic duo brings Sting® Energy’s sonic world to life, showing how the ‘STIINNGGG’ stretches, builds and intensifies with every unique towering hit. By the final strike, it is no longer just a sound effect; it becomes the pulse of the moment, reinforcing Sting® Energy as the unmistakable sound of cricket’s peak energy moments.

Commenting on the announcement, Diksha Bajaj, Category Head - Energy Portfolio, PepsiCo India, said, “Cricket is one of the biggest passion points in this country, with the Sixes making for peak energy moments. Our campaign is rooted in the insight that no two sixes are ever the same. Every Six is different in its energy; so, we set out to bring the distinct Sting® sonic identity as a qualifier that redefines every Six. This cricket season, longer the six, louder the ‘STIINNGGG’. So, when you hear a Six, you either go it is a ‘STINNNNNNGGGGG’ Six or a ‘STINGGGG’ Six? We are thrilled to bring this campaign to life with standout cricket icons, Yuvraj Singh and Ravi Shastri, who have brought the right energy to make it a 'STIINNNGGG' energy season enjoyed by fans.”