MAM
McCann Worldgroup India elevates Jitender Dabas as chief strategy officer
MUMBAI: McCann Worldgroup India has made several key appointments starting with Jitender Dabas, who has been elevated as chief strategy officer.
Additionally, Suraja Kishore will now take on the new role of national planning head – Truth Central.
Punit Kapoor, who joined MRM McCann in May 2006 and was heading its Delhi operations has been elevated as vice president and general manager for all India operations of MRM McCann.
Commenting on the promotions, McCann Asia Pacific and McCann Worldgroup India CEO and McCann Asia Pacific chairman Prasoon Joshi said, “I am happy to announce these promotions. Over these year, Jitender brings forth an intricate understanding of brands coupled with leadership in building a stellar strategic planning team. I am confident he will bring tremendous value to the organisation at McCann Worldgroup level. Suraja who has been instrumental at great brand work will now also head the ‘Truth Central,’ which is McCann Worldgroup’s Global Thought leadership unit engaged in creating original research, unearthing unique truths to help shape and grow clients’ businesses. Punit, who has helped grow MRM’s Delhi business year on year beyond industry average is ready to take on the challenge for MRM at national level.”
Brands
Sting launches ‘Sound of Six’ cricket campaign
Pepsico energy drink ties signature sonic to every boundary hit with Yuvraj Singh and Ravi Shastri.
MUMBAI: Sting just turned every six into its own personal anthem because nothing says “energy” like a boundary that hits different notes. Pepsico India’s Sting energy drink has rolled out the latest chapter of its sonic branding with “Sound of Six”, a nationwide campaign syncing the brand’s signature “Sting” sound to the varying power of cricket sixes this season. The push positions Sting as the audio heartbeat of high-octane moments on the pitch, using its sonic identity to “qualify” shots from gentle lofted clears to monster maximums.
The launch film, featuring cricket legends Yuvraj Singh and Ravi Shastri, unfolds on a sunlit ground with playful banter that builds into a sequence of escalating hits. As Singh smashes the ball, he quips that the length and force of the shot should dial up the intensity of the Sting sound. Shastri’s commentary ramps up accordingly, riffing on the brand name with escalating flair to match each strike’s energy turning a simple boundary into an audible spectacle.
Pepsico India category head for energy portfolio Diksha Bajaj said, “Cricket is a major passion point in this country. Our campaign is rooted in the insight that no two sixes are the same. We set out to use the Sting sonic identity as a qualifier that redefines every hit.”
Yuvraj Singh added, “This campaign turns the feeling of hitting a six into something fans can hear. It is bold and matches the intensity of the game.”
Ravi Shastri chimed in, “Commentating on a six is an exhilarating part of the game. This campaign adds a new dimension by introducing a distinct sonic. The idea of owning the sound of every six is relatable for fans.”
Leo Burnett South Asia chief creative officer Vikram Pandey noted that pairing Singh’s power-hitting with Shastri’s iconic voice lets the brand relive cricket’s electric moments through a fresh, auditory lens.
The campaign will air across television, digital platforms, and social media, timed to catch the fever of the ongoing cricket season. For fans who live for the roar of the crowd and the crack of the bat, Sting’s betting that the next big six won’t just be seen, it’ll be heard loud and clear.
