MAM
Havmor joins forces with ‘Krrish 3’
NEW DELHI: With the Superhero franchise Krrish 3 set to release this Diwali, Havmor Ice Creams have associated with the film.
Havmor Ice Creams MD Ankit Chona feels the association is apt, as the target audience of the brand and Krrish 3 form a perfect synergy.
 |
|---|
This partnership adds another element of ‘Funn’ to the brand while providing additional value to the consumers with the release of custom-packaged Krrish 3 Range of Ice Creams: Choco Block In Cone, Blockbuster Choco Strawberry Stick and Red Velvett ice cream cake.
He adds: “Our consumers and franchisees are sure to be swept up in the excitement the blockbuster franchise is generating. We intend to amplify this association across more than 20,000 touch points. It will be an instant connect to the kids and youth, and be a part of their world. This unique association will present to our consumers a range of exciting products, which is customised and inspired by their superhero.”
In anticipation of the blockbuster release, the brand is launching a 360 degree campaign to celebrate the association of Havmor and Krrish 3.
Producer and director Rakesh Roshan said: “It is a pleasure to be associated with Havmor, as it reflects the same philosophy of the Krrish character, which connects so well with kids and family. And since it connects so well, both have derived value from this association.”
Hrithik Roshan adds, “We are pleased to be associated with Havmor Ice creams, as it shares a great synergy with our core audience. Also, now all my fans can enjoy the special Krrish 3 range of ice creams introduced by Havmor.”
Go Fish which holds its connotation and carries a forte for getting various brands a recognition and a build up in a spectacular manner by allying products with the films has been instrumental in getting Havmor Ice Cream to associate with Krrish 3.
Go Fish Entertainment director Sajay Moolankandan said: “Krrish 3 is Bollywood’s most iconic superhero and connects with kids and families instantly. With such a brilliant film, fantastic integration which is a part of the narrative and similar core audience, it was just the perfect opportunity that we were looking out for Havmor. We have planned a 360 degree campaign to amplify this association as well as a special range of Krrish 3 ice creams.”
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.
