PepsiCo India has expanded its energy drink portfolio with the launch of Sting ‘Classic Kick’, a new flavour under its popular Sting range aimed at consumers seeking bold and high energy beverage options. The launch marks the latest addition to the brand’s growing portfolio in India’s competitive energy drink segment.
Positioned around individuality, intensity and youthful energy, Sting Classic Kick introduces a stronger and more confident flavour identity while retaining the brand’s playful and disruptive personality. The product has been designed to appeal to younger consumers looking for differentiated beverage experiences and high energy refreshment options.
To support the launch, the brand has unveiled a campaign film featuring actor Lakshya in a stylised restaurant setting. The campaign uses cinematic storytelling and exaggerated action sequences to reflect the bold positioning of the new flavour.
The film opens with Lakshya witnessing two men intimidating a waiter inside a restaurant. After being mocked for intervening, the actor casually drinks Sting Classic Kick before dramatically flicking peanuts across the room in a stylised slow motion sequence, sending the men flying backwards. The advertisement ends with a brand sign off reinforcing the product’s energetic and fearless identity.
According to the company, the campaign aims to build on Sting’s existing youth focused communication strategy while introducing a more commanding tonality for the Classic Kick variant. The marketing push will be rolled out across television, digital platforms, social media, influencer collaborations and outdoor advertising as part of a nationwide 360 degree campaign.
Sting Classic Kick will be available through modern trade stores, traditional retail outlets and leading e-commerce platforms across India. The product is being launched in 180 ml cans priced at Rs 30 and 300 ml PET bottles priced at Rs 20
Commenting on the launch, Diksha Bajaj, Category Head – Energy Portfolio, PepsiCo India, said: “As the leading brand in India’s energy drink category, Sting Energy continues to expand and evolve the category through innovation that offers consumers greater choice and differentiated flavour experiences. With the launch of Sting® Classic Kick, we are introducing an enhanced bold new flavour that responds to evolving consumer preferences while staying true to the high-energy experience Sting Energy is known for. The launch reinforces our commitment to continuously growing the category and bringing exciting new offerings to consumers.”
Adding to this, actor Lakshya said: “While shooting the campaign, I really enjoyed the intense energy and cinematic treatment that the film brings alive. The action, humour and confident storytelling come together in a very entertaining way, making the campaign feel stylish and impactful. What makes the campaign stand out is how effortlessly it captures the bold and distinctive appeal of the all-new Sting Classic Kick flavour, and I’m excited for audiences to experience it.”
