MAM
PivotRoots acquires DeepFlux
Mumbai: The digital marketing agency, PivotRoots has acquired DeepFlux, a MarTech consultancy, for an undisclosed amount. The company will integrate DeepFlux into its Martech lab and consulting division, PivotConsult, in line with its vision to build a result-oriented marketing lab of the future.
Deepflux Co-founder Abhimanyu Vyas will join Yogesh Kothari in leading the new entity PivotConsult as business head. Tarun Taneja who had joined as a late-stage co-founder at DeepFlux would continue being a part of PivotConsult. He was heading AI and ML at DeepFlux & will continue to lead for the joint entity.
Speaking on the acquisition, DeepFlux co-founder Abhimanyu Vyas said, “We believe this association will prove to be a game-changer in serving the needs of Indian and global customers with data analytics and ML-based marketing solutions, especially in the Direct to Consumer(D2C) solutions space to stronghold their pivot’s marketing strategy.
PivotConsult Business head Yogesh Kothari said, “Abhimanyu & team have done a great job in shaping up Deepflux in the last 3 years. They have built some great products across retail, entertainment and digital acquisition pieces and have done some great work in the measurement & CDP part, the acquisition will help us grow faster, with DeepFlux we are already a 35-member team doing some great work for clients across verticals.”
“Our vision is to build a result-oriented marketing lab and consulting vertical that will drive greater efficiencies and outputs for our current and future clients. I am delighted to welcome Abhimanyu, Tarun and the DeepFlux team to PivotRoots as we continue to strengthen our offer to local and global brands,” added PivotRoots Co-founder & Managing Director Shibu Shivanandan.
DeepFlux’s client base includes Disney, Grasim Industries, Fox Studios, Tata Starquik, Damensch, Woodland, GFK, and AT Kearney amongst others.
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.
