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Akshay Kumar showcases Sting’s ‘jolt of energy’ proposition in its new campaign

The campaign film reinstates the brand’s ‘Energy Bole Toh Sting’ positioning

PepsiCo India’s Sting has unveiled its new campaign featuring brand ambassador and actor Akshay Kumar.

The campaign is accompanied with a film that reinstates the brand’s ‘Energy Bole Toh Sting’ positioning.

The film begins in a chemistry lab set up in a college with a grouchy professor reviewing science projects. One after the other, students present their innovative prototypes - only to receive an unimpressed response from the professor. The grumpy professor, hellbent on disliking every project, is stunned as Kumar enters with his project powered by Sting Energy.

A sip of Sting is all it takes for Kumar to turn the laboratory upside down, leaving the professor stunned and dumbfounded. Looking for a reaction, the actor asks the professor in Hindi, ‘Ab Mazza Aya Sir?”.

It ends with the brand tagline on display ‘Energy Bole Toh Sting’ that sums up the film in one line. 

Naseeb Puri, Senior Marketing Director, Energy, Hydration and Flavours, PepsiCo India, said, “Sting has truly been a trailblazer in the beverage category, redefining multiple codes including communication. Sting campaigns have always resonated very strongly with our audiences - using wit, surprise and over the top entertainment to drive awareness and make the Sting energy benefit unmissable! This year too, we’re back with yet another energising campaign that once again uses hyperbole to reinforce how no energy is quite like Sting energy.”

Kumar stated, “I always look forward to shooting with Sting, not only because of the energy the brand offers but because there is always a unique storyline that awaits us. This time as well, the campaign offers a fun turn of events that showcase the refreshing and entertaining avatar of the brand. I am thrilled to be a part of this campaign and am confident it’ll resonate well with the audience.”

The new campaign will be amplified across television, digital, outdoor, and social media.


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