MAM
Srikanth Raman joins Starcom as media director
MUMBAI: It has been a brief tenure to say the least for Srikant Raman at Triton Communications. Raman joins Starcom Worldwide’s Mumbai office tomorrow as media director.
Raman, who was with Triton for barely two months as media director, was one among quite a few departures from Carat after CEO Meenakshi Madhvani left the company.
One of the key accounts that Raman is expected to look after at Starcom is that of the public sector giant Indian Oil Corporation (IOC). It was in June that Leo Burnett India bagged the integrated “full service” advertising account of IOC. Leo Burnett handles the creative and client servicing functions whereas Starcom manages the centralised media planning and buying. Raman has some experience of working with IOC as it was an account he looked after when he was at Mudra.
Talking about the move Raman says: “Triton is a great place but the short stint is unfortunate. I suppose the timing was slightly wrong and other factors such as Starcom bagging the account of Indian Oil Corporation were responsible for my decision to shift. I am looking forward to joining Starcom as the media agency is doing some great things. Working with the young and dynamic team at Starcom is bound to be a great experience.”
So the hirings at Starcom continue, with more announcements expected.
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.
