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New Delhi: Sting has launched a digital campaign inviting fans to identify and share instances of its signature audio cue, the high-pitched "stinggg" sound, for a chance to win tickets to a Formula 1 Grand Prix.
The initiative coincides with a surge in Formula 1's popularity in India and is designed to drive fan engagement through an audio-first, interactive format.
The campaign encourages users to tag Sting on social media whenever they come across the brand's audio signature, which is inspired by the roar of an actual F1 engine.
The sound has been embedded across various platforms, including short-form videos, influencer content, online and in-theatre ads, positioning it as both a brand identifier and a cultural reference point.
The activation is part of Sting’s broader brand partnership with Formula 1 and is aimed at tapping into youth-driven online behaviours such as remix culture and meme creation.
The brand’s approach is to create distributed discovery, instead of relying solely on branded placements, it encourages audiences to actively search for and share the sound, making them participants in the campaign narrative.
Vandita Pandey, Vice President, Marketing – International Beverages (Hydration and Energy) at PepsiCo, said the campaign is built around the idea that “sound is identity,” especially for a younger audience that connects through shared digital signals.
The campaign has already garnered traction among digital creators, with influencers like Nayandeep Rakshit, Arjun Madan, and Shiv Khandelwal promoting the activation and encouraging their followers to participate.
https://www.instagram.com/nayandeeprakshit/
User-generated content has also contributed to the campaign’s momentum, with the Sting sound being repurposed into memes and remix videos across platforms.
Additionally, the campaign is being promoted in partnership with BookMyShow, further tying it to the live events and entertainment space.
With this initiative, Sting aims to position itself not just as a beverage brand but as part of the broader cultural conversation around Formula 1 and youth engagement. The contest is live on Instagram and other platforms, with terms and conditions applying for Grand Prix ticket winners.