Sting Energy Ignites Cultural Frequency with Sound of Sting Campaign

Chennai: PepsiCo India’s high-voltage brand, Sting Energy, has launched the latest chapter of its Sound of Sting campaign, amplifying a bold cultural frequency and igniting a movement. The campaign uses sound as a shortcut to belonging, buzz, and F1 fandom.

The campaign is built around a sonic identity derived from the roar of a real F1 engine, which functions as both an ad trigger and a cultural cue. Sting Energy is offering fans a chance to win tickets to a Formula 1 Grand Prix by spotting the “stinggg” sound and tagging the brand. The brand has seeded the sound across unexpected touchpoints, including reels, influencer content, online and in-theatre advertising.

According to Vandita Pandey, Vice President, Marketing, International Beverages – Hydration and Energy, PepsiCo, “Sound is identity. It’s how today’s youth connect, react, and belong. By transforming the emotional jolt of an F1 engine into a signature Sting cue, we’re not just marketing — we’re engineering experience.”

The campaign thrives on discovery, with users carrying it forward, seeking it, reacting to it, and expanding its reach. Sting Energy is crafting experiences that are unexpected, interactive, and designed to travel across audiences. The campaign is being amplified through a partnership with BookMyShow, reinforcing Sting Energy’s presence at the intersection of entertainment and energy.

The Sound of Sting campaign has generated significant reactions, with creators and fans remixing the sound, creating memes, and sharing content. The campaign is transforming from a brand asset to a shared cultural signal.