MAM
Sociowash wins creative digital mandate for Sujata Appliances
Mumbai: Sociowash, one of the integrated advertising agencies, has been awarded the creative digital mandate for Sujata Appliances, a legacy brand in the consumer appliances space. The mandate was won following a multi-agency pitch and will be managed by Sociowash’s Delhi headquarters.
As Sujata’s agency partner, Sociowash will handle all aspects of Sujata’s marketing and advertising including digital, social media, community building, influencer marketing, content creation, and production. Sociowash will bring its expertise to help Sujata strengthen brand awareness and drive sales growth in the competitive appliances category.
Commenting on winning the prestigious mandate, Sociowash co-founder Pranav Agarwal said, “We are thrilled to partner with an iconic brand like Sujata Appliances. As one of India’s oldest appliance manufacturers, Sujata understands the value of trusted relationships. We look forward to leveraging our integrated approach to help Sujata deepen customer connections and continue leading the industry.”
Sujata Appliances head of marketing Fagun Mittal added, “In today’s digital and social-first world, integrating communications across all touchpoints is key to success. Sociowash demonstrated a strong understanding of our brand vision and the consumer appliances space. I am confident their strategic, creative, and execution expertise will help Sujata enhance our leadership position in the long run.”
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.
