MAM
Big Live partners with Marico for outreach programme in Bihar
MUMBAI: Big Live, the intellectual property division of Reliance Broadcast Network, has partenered with FMCG major Marico for executing an outreach programme called Nihar Sundar Saksham Parivaar for Nihar Naturals across seven districts of Bihar.
The programme aims to educate 80, 000 women in these districts on a range of topics right from education, and nourishment to personal grooming.
This programme is an engagement platform for the women of today to empower them with skills that will provide their families with a better future and contribute to the overall development of their villages. The effort is to engage in a dialogue with these women on various elements that will enhance the lives of their families.
The organisers have also set up a helpline where participants can avail information and get answer to any of their queries related to hair care and hair problems.
The topics will be explored in an entertaining fashion through the story of Niharika, the archetype of the progressive woman of today, and supported by sessions conducted by leading experts in the field of grooming and education. The outreach programme also felicitates progressive women in the villages with Niharika Award, which will recognise the contribution of these women of substance in the progress of society as a whole.These sessions will take place in anchayat
bhavans and school compounds, which shall cover around 600 villages across the state.
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.
