MAM
Law & Kenneth bags ING Life’s creative mandate
MUMBAI: Financial services company ING has awarded Law & Kenneth the creative duties for its life insurance arm, ING Life.
The media spend on this account is estimated to be in the range of Rs 180-200 million, though this doesn‘t include spends on events and promotions.
The Mumbai team will handle the account.
Rediffusion-Y&R was the incumbent on the business.
ING Life India executive vice-president marketing Mohit Goel said, “We have been through an ‘exciting and intensive‘ evaluation process, during the course of which we tested multiple advertising agencies on their strategic thinking and planning capabilities. The process followed by us was quite different from a typical evaluation of an agency, which is largely based on creative output and capability. We felt that Law & Kenneth‘s expertise in planning and strategy will add a lot of value to our business. We look forward to a fruitful and long-term relationship.”
Law & Kenneth chief executive officer and managing partner Anil Nair said, “Being chosen as the creative AoR (agency of record) by ING Life Insurance India is a matter of great honour and pride for us at the agency. ING Life India has big plans to achieve a leadership position in the life insurance business in India, and we are excited to partner it to fulfill that goal.”
JWT Bangalore has handled the creative mandate for this account in the recent past; the agency won the account in April 2008. The agency created a commercial for ING Bank that marked the brand‘s very first official campaign in India. Prior to 2008, the creative mandate for ING Bank (earlier known as ING Vysya Bank) was with Rediffusion.
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.
