PepsiCo India sneaks brand positioning in India’s quickest thriller ‘Sting Energy’s Dart’

Delhi: PepsiCo India’s Sting launched its new advertisement titled, ‘Sting Energy’s Dart.’ It is India’s quickest thriller which establishes the brand’s ‘Energy Ka King, Sting’ positioning. 

The brand aims to give audiences an immersive experience to watch this thriller by premiering the film on theatre screens. 

Set in a location outside India, this thriller features a sniper who gears up to take down a VIP on one end of the city while a group of friends revel in a party nearby. Amidst the fun, the protagonist, fueled by a swig of Sting energy, misses a dart throw, setting off a surprising chain of events. As the dart electrifies its trajectory, it intercepts the sniper just as he's about to pull the trigger, thwarting the assassination attempt. The next morning, as news of the failed plot spreads, the hero and roommate are stunned.

But a confident smirk from the hero shows the true strength of Sting energy. 

The brand also roped in Bollywood celebrity Aparshakti Khurana, director Farah Khan, radio personality RJ Kisna, film critic Rajeev Masand, stand-up comedian Harsh Gujral and entrepreneur Ankur Warikoo to watch the film and share their views on Instagram. 

Ankit Agarwal, Associate Director, Energy and Hydration, PepsiCo India, said, “Sting's campaigns have consistently resonated with audiences, employing wit, surprise, and extravagant entertainment to amplify awareness and highlight the undeniable benefits of Sting energy. This year, we're thrilled to unveil our latest campaign, pulsating with the electrifying essence of Sting®, captivating audiences with its thrilling narrative and jaw-dropping twists. With this launch, we're not just offering a cinematic experience; we're cementing Sting® as the undisputed 'Energy ka king' in the market. To establish this further, our ad, ‘Sting Energy’s Dart’, is playing on PVR theatres as a movie show in probably the first ever move by a brand, marking our exhilarating entry into the cinematic world."

Credits:

Creative Agency: Leo Burnett