Sting launches a contest – spot the sound of ‘stinggg’ and comment for a chance to win Grand Prix tickets
PepsiCo India’s Sting Energy launches “Sound of Sting” activation, inviting fans to hunt the signature F1-inspired sound and win tickets to Formula 1 Grand Prix events
Delhi, IndiaIn an era of visual overload and fleeting attention spans, Sting Energy is cutting through the noise with sound — transforming the unmistakable roar of a Formula 1 engine into a cultural signal fans can chase, remix, and share.
With the latest chapter of its Sound of Sting campaign, PepsiCo India’s high-voltage energy drink is redefining fan engagement by building a sonic identity that doubles as an ad trigger and a cultural cue. The campaign’s launch aligns perfectly with surging interest in Formula 1, tapping into pop-culture conversations at their peak.
Sonic-First, Culture-FueledAs part of its landmark partnership with Formula 1, Sting is going beyond traditional sponsorships, embedding itself in moments that matter to India’s youth through immersive, audio-first storytelling. “Sound is identity. It’s how today’s youth connect, react, and belong,” said Vandita Pandey, Vice President, Marketing, International Beverages – Hydration and Energy, PepsiCo. “By transforming the emotional jolt of an F1 engine into Sting’s signature cue, we’re engineering experience, not just marketing.”
Spot the Sound, Win the Ride
In a disruptive activation, Sting invites fans to “Spot the Sound” — whenever they hear the signature “stinggg” sound in digital content, social media, influencer videos, or unexpected touchpoints, they can tag Sting and share where they heard it for a chance to win tickets* to an F1 Grand Prix. (*T&Cs apply.)
This hunt turns passive audiences into sonic explorers, encouraging discovery, interaction, and sharing. The sound has been seeded across reels, influencer content, online and in-theatre ads, shifting the campaign from controlled brand placements to organic, fan-driven amplification.
Discovery is the New DistributionSting’s innovative strategy harnesses curiosity, play, and shareability — reflecting today’s demand for participatory culture. By making fans active participants, the campaign turns sound into a Trojan horse, enabling Sting to enter conversations authentically, rather than interrupt them.
Amplified through a partnership with BookMyShow, the campaign is bringing Sting’s high-energy vibe to the heart of entertainment experiences. From influencer activations with creators like Nayandeep Rakshit, Arjun Madan, and Shiv Khandelwal, to viral fan edits lighting up social media, The Sound of Sting is sparking a cultural wave that’s impossible to ignore.
A New Era of Fan Engagement
“Today’s youth want more than ads — they crave experiences they can own and share,” added Vandita Pandey. “The Sound of Sting does exactly that, turning brand interaction into a social moment.”
The result? The sound isn’t just heard — it’s hunted, remixed, and woven into India’s F1-inspired pop culture.
About PepsiCo
PepsiCo products are enjoyed more than one billion times every day in over 200 countries and territories. With nearly $92 billion in net revenue in 2024, PepsiCo’s complementary beverage and convenient foods portfolio includes iconic brands like Lay’s, Doritos, Gatorade, Pepsi-Cola, Mountain Dew, Quaker, and SodaStream. Guided by its pep+ (PepsiCo Positive) strategy, the company is committed to driving growth while inspiring positive change for people and the planet.
link to the view the video: https://www.instagram.com/reel/DLcrmLGzqlL/?igsh=MTBha3BoamRuY3Ixeg==
Visit : http://www.pepsico.com/