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.
Brands
Britannia 5050 expands premium range with caramel dipped sandwich
New launch blends 50 per cent crunch and 50 per cent melt amid premium snack shift
MUMBAI: It’s not just crunch time anymore, it’s crunch meets caramel curtain call. After more than three decades of owning the sweet-salty sweet spot, Britannia’s 5050 is now leaning into indulgence, adding a caramel twist to its evolving playbook. The brand has introduced the Britannia 5050 Caramel Dipped Crunchy Layered Sandwich, extending its recently launched premium “dipped” range that began with its cheese variant earlier this year.
At the heart of the new offering is a familiar equation with a richer finish 50 per cent crunch and 50 per cent melt reimagined through a caramel-forward profile. The product combines layered, baked crispiness with a smooth caramel coating, tapping into a noticeable shift in how India snacks today.
That shift is less about choosing between textures and more about having both. As consumer preferences tilt towards premiumisation, “melt-in-the-mouth” experiences are increasingly complementing traditional crunchy formats. Add to that the rising popularity of caramel across both Western-style treats and Indian taste adaptations, and the timing begins to make sense.
The result is a deliberately engineered “crunch-to-melt” transition, a multi-sensory bite designed to turn routine snacking into something a little more indulgent. It is also a clear signal of how legacy brands are reworking familiar formats to stay relevant in a market that now expects novelty as much as nostalgia.
Britannia vice-president for marketing Siddharth Gupta pointed to this evolving behaviour, noting that the brand is pushing the 5050 idea beyond flavour into texture. The move, he said, reflects a broader attempt to align with changing consumer expectations while strengthening its position in the premium snacking segment.
The caramel and cheese dipped variants are currently available across select cities through retail outlets and quick commerce platforms, marking Britannia’s continued push into high-frequency, high-indulgence snacking occasions.
If the original 5050 was about balance, this new chapter is about contrast with a glossy caramel finish.
