Brands
Notice & District turn popcorn into crowned glory
MUMBAI: What happens when cinema meets design? You get a popcorn bucket that wears a crown. In a spectacular fusion of creativity and fandom, District and Notice, the design-led experimental object brand, have joined forces to create a one-of-a-kind collectible for the 10-year anniversary launch of Bahubali: The Epic. The collaboration celebrates not just the film’s grand return but the fans who made it legendary.
The idea was born when District suggested reimagining the iconic crown of Bahubali, a symbol of power, legacy, and cinematic grandeur. Notice took that spark and transformed it into an elevated design experience that turns an everyday popcorn bucket into a work of art.
The result, a bucket crowned with a sculpted topper, blending functionality with fandom and turning a regular movie snack into a keepsake worthy of royalty.
Crafted by Notice’s team of designers, engineers, and makers, each limited-edition piece reflects meticulous craftsmanship, every curve and contour designed to feel as intentional as it is iconic.
“Rather than just create merchandise, we wanted to design a moment,” said the team at Notice. “A simple act like eating popcorn becomes a connection to Bahubali’s epic spirit.”
Available exclusively at Miraj Cinemas, Mumbai, during the film’s release, this limited-edition collaboration stands as a love letter to storytelling, scale, and design that makes even the smallest gestures feel monumental.
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.
