Brands
Plush and Instamart join forces
MUMBAI: No more last-minute period hacks! Plush has partnered with Instamart to redefine period care with a breakthrough solution, Plush’s Seamless Period Panty. Combining innovation, convenience, and comfort, this game-changing product is transforming the disposable period panty space with a seamless, undie-like design – nothing like the bulky, diaper-like options out there. Now, with just a tap, Plush Period Panties arrive in 10 minutes via Instamart, making period care effortless, and eliminating the need for last-minute makeshift fixes that women have relied on for generations.
Their latest ad film takes a quirky, relatable spin on period prep struggles, capturing a classic jugaad moment where an older sister creatively layers multiple pads as a DIY leak-proofing hack, only to be stopped by her younger sister, who effortlessly orders a Plush Seamless Period Panty in a snap. This collaboration is a call to move beyond outdated solutions and embrace the future of period care.
“For years, period care has been about adjustments and compromises. At Plush, we set out to change that,” said Plush co-founder Prince Kapoor. “Our Seamless Period Panty redefines period care – blending innovation, style, and superior leak protection for ultimate comfort. Periods come with enough worries, but finding the right care shouldn’t be one of them. Teaming up with Instamart ensures just that.”
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.
