MAM
BBC Worldwide to represent Lonelyplanet.com ad sales
MUMBAI: BBC Advertising, the global ad sales department of BBC Worldwide, will now represent lonelyplanet.com in all global territories, following Australasian and US deals to sell its online advertising inventory.
The move comes as Lonely Planet achieved good traffic to lonelyplanet.com in June attracting 87 million unique users, a year on year rise of 62 per cent.
Lonely Planet was previously represented by Travel Ad Network in the US and AD2One for Australia and New Zealand.
Lonely Planet is a wholly-owned subsidiary of BBC Worldwide, which has managed the travel brand’s UK online sales since August 2009.
Lonely Planet MD digital Dominic Rowell said, “Bringing Lonely Planet together with BBC Advertising‘s team maximises the synergies between our two organisations and comes at an ideal time when Lonely Planet is poised for its next digital growth phase.”
BBC Worldwide Australia‘s regional director of ad sales Scott Hamilton said, “It has always been our intention to represent Lonely Planet in the critical territories of Australia and New Zealand. The brand is in great shape and I look forward to building on its success. The integration of these two fantastic properties considerably strengthens our advertising brand proposition in this region.”
The BBC Advertising team is responsible for international sales across its multi-screen portfolio including television, online, mobile and apps.
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.
