PepsiCo's energy drink brand Sting collaborates with Moj to generate UGC around #StingMachaDe campaign

Sting, Pepsico’s energy drink, partnered with Moj for the #StingMachaDe campaign to host the hashtag challenge on the app to promote ‘Life ko electrifying dance banao; Jhalak Dikkhla jaa par apni jhalak dikhao’.

The campaign featuring choreographer Melvin Louis and actress Ashnoor Kaur garnered over four billion views with close to 11 million shares.

The five winning creators, Vishwamitra Kingrani, Chainveer Singh, Kunal Sulekhe, Chayan Suthar and Anjali Mamgai, chosen from thousands of participants in the 20-day campaign, got a chance to feature on the popular dance reality show Jhalak Dikhhla Jaa.

Grooving to the tunes of the Sting audio piece, Moj creators created content in tune with the brand’s proposition of energising your day-to-day life. The short videos by creators' depicted them performing mundane tasks with no enthusiasm, which dramatically changes to an energetic, electrified, and entertaining state with the help of Sting.

Moj also designed an AR filter using body-tracking technology, which added an extra zing to the videos created. This innovation helped boost user-generated content and, thereby, the campaign’s popularity.

Here's a sneak peek at the content Moj creators have created:

https://mojapp.in/@anjalimamgai/video/2847826828?referrer=iOS&h=TMHuILw-teMSsF 

https://mojapp.in/@mewadachayan/video/2852237516?referrer=iOS&h=TMDaJuP-Gtb1Zx

https://mojapp.in/@chainveer_official/video/2830461130?referrer=TMjt6Nd-YBDp5J

Moj creators Ridhima Jain, Aadil Khan, Sohail D and June Paul, who are hugely popular on the Moj app, were roped in to amplify the engagement and further inspire the pumped-up users to churn out quirky, fun content. The campaign was hyped by celebrities such as Karan Johar,  Krystle D’Souza, Mohak Narang, Shehnaz Gill, Zaid Darbar, Janat Zubair, Avneet Kaur, Hina Khan and Riyaz Aly on their social media.

Udit Sharma, Chief Revenue Officer, ShareChat and Moj, said, “Moj is today the preferred platform for young India to discover and create content. By tapping into our massive influencer ecosystem and creatively leveraging our innovative lenses, our partners have figured out truly engaging ways of reaching out to their audiences at scale. The #StingMachaDe challenge is the latest one that reflects this partnership's true spirit. Sting was able to engage millions of users through a creatively designed campaign, which garnered billions of views, and gave an opportunity of a lifetime to our creators to groove with TV stars and participate in a reality dance competition.”

“The most critical thing for Sting is to catch the pulse of the ever-evolving newer generation and share its message in exciting formats that GenZ and millennials relate to. Short video platforms like Moj help connect with Indian youth in ways that they are most enraptured by. We are thrilled with the response this collaboration has generated in a short period of time, making some new records in the process,” said Naseeb Puri, Senior Marketing Director, Energy, Hydration and Flavours, PepsiCo India

Brands often look for innovative solutions to stand out in the highly competitive market. Short videos, in general, have proven to be an effective marketing channel to deliver impactful messages in a short time.