MAM
BBH India appoints Paul Ward as its managing partner
MUMBAI: BBH (Bartle Bogle Hegarty) India has appointed Paul Ward as its managing partner. The position has been lying vacant since Priti Nair left a few months ago to form her own outfit.
Ward was part of the original team that launched the Mumbai business in 2008. He left Mumbai in late 2010 and since has been based in Singapore working on various projects across the region including the forming of the recently announced partnership with The Mill in Asia.
Says BBH India Managing Partner Subhash Kamath, “All of us are delighted to have Paul join our management group in India. He‘s been an integral part of our start-up and it‘s great to have him back again. As we grow and expand, it‘s critical for us to create better partnerships, better services and processes – all leading to great work. Paul‘s global experience and skills will be invaluable to us. And importantly, Paul brings a lot of fun and laughter to the table.”
Adds Ward, “I‘m very excited to be returning to India. I‘ll be hitting the ground running, as there are lots of things to do both internally and externally. I‘ll be working hard to build more collaborative partnerships with the very best design, digital, film and experiential businesses across India.”
BBH India handles various clients such as Marico, L&T, TVS and Lakme.
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.
