MAM
BBC Advertising opens first office in Switzerland
MUMBAI: BBC Advertising has opened its first office in Switzerland, as it looks to capitalise on the recent growth in the market and build on its existing successful business relationships there.
As growth in the Swiss market has been fuelled predominantly by the luxury category, BBC Advertising, part of the UK pubcaster‘s commercial arm BBC Worldwide, is positioned to meet that demand, with the BBC commercial platforms‘ editorial output and production values attracting the premium demographic that luxury brands are seeking.
The increasing move towards online and its accompanying video formats also presents a great opportunity for advertisers to benefit from appearing on BBC Advertising‘s wide range of platforms, which includes BBC.com, lonelyplanet.com, digital apps as well as its network of commercial television channels, including BBC World News.
According to recent research by Toluna, TV and online are the most effective platforms for inspiring consumption of luxury goods among both men and women.
BBC Advertising has also today announced the appointment of Sarah Green to lead the new operation in Switzerland, based in Lausanne.
Reporting into BBC Advertising‘s Regional Director for France, Benelux & Switzerland, Laeticia de Belloy Green will be responsible for managing the existing international client base in Switzerland and for developing new business opportunities across the BBC Worldwide commercial portfolio.
Green commented, “Setting up this new office presents us with an exciting opportunity to connect international media buyers in Switzerland with all the fantastic content and innovative ways of delivery that only BBC Advertising can offer. I‘m excited about finding new opportunities and building fruitful new relationships.”
de Belloy said: “BBC Advertising is delighted to have Sarah heading up our new office in Lausanne. She brings with her great expertise, insight and enthusiasm and I look forward to seeing our business grow and develop in Switzerland.”
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.
