MAM
IdeateLabs wins multiple new businesses accounts
MUMBAI: IdeateLabs recently won multiple new accounts and is rapidly diversifying its offerings across a full spectrum of services. The recent wins include renowned names like TATA Tele Business Services, UTI Mutual Fund, TransUnion CIBIL, IDC Technologies and Ashwin Sheth Group amongst the prominent names which cater to varied industries such as Telecom, BFSI, Information Solutions and Data Analytics, IT Services, and Real Estate respectively.
IdeateLabs will be offering these brands a wide range of services, including managing end-to-end digital solutions, communication strategy, performance marketing, lead generation, creative execution, campaign planning, social media management and digital asset mandates.
The agency is aggressively expanding their foothold in the Indian as well as the international markets and is very excited about the upcoming work, lined up with several top brands.
IdeateLabs director Vrutika Dawda said, “We are excited to bag mandates for some of the most prominent brands, spread across varied industry domains. We aim to realise the brands’ true potential by ‘building conversations’ – which is also our brand philosophy – between the brands and their customers.”
Amidst the slowdown due to the Covid2019 pandemic, IdeateLabs continues to manage and service their existing business, even as they forge new business relationships. The agency is expected to report a healthy start of this quarter and is currently seeing rapid growth with the growing focus on digital solutions.
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.
