Brands
Celio India forms a ‘perfect match’ with Mumbai Indians yet again
Mumbai: Celio India has some exciting news for cricket devotees across the country. The premium French menswear brand has collaborated with one of the powerhouse teams – Mumbai Indians, for a unique collection. Launched on 20 March, the association for this season spotlights the essence of the real Mumbaikar spirit to the fore.
The collection offers the MI Paltan a distinctive avenue to demonstrate their affection and backing for the Mumbai Indians team. Marked by an array of vibrant colours and bold designs, this collection pays tribute to the essence of cricket and, notably, the allure of the city of dreams, Mumbai, all this while staying true to Celio’s unique style.
This quirky merchandise line-up includes a range of sweatshirts in blue and tee shirts in grey, sky blue and multi colours, which have the Mumbai Indians logo embedded and unique artistic designs that represent pockets of Mumbai’s culture. The collection will be accessible on the Celio website www.celio.in, select Celio stores, the exclusive MI Shop online and the Mumbai Indians Kiosk at Jio World Drive, major online marketplaces, leading departmental stores and multi-brand outlets.
Commenting on this thrilling collaboration and collection, Celio India CEO Satyen Momaya said, “Celio India is thrilled to continue its collaboration with the five-time Champions, Mumbai Indians, yet again. We have crafted a fashionable range of clothing for all their ardent fans, enabling them to express their love and support in style! The collection offers a diverse array of choices, catering to everyone’s preferences. This time, the unique designs symbolise the spirit of Mumbai through graphics that show visuals around Mumbai beautifully capturing the essence of the city. Furthermore, other than the collection being conveniently accessible online and offline retail stores, this Celio x Mumbai Indians collection will also be available at the exclusive Mumbai Indians Kiosk at the Jio World Drive. We hope this collection enables fans across the country to showcase their enthusiasm for their team with Celio India.”
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.
