PepsiCo Launches Sting Classic Kick, a Bold New Energy Drink Flavour

PepsiCo India has unveiled Sting Classic Kick, marking another expansion of its flagship energy drink portfolio. The new offering arrives as the company continues to strengthen its position as the market leader in India's energy beverage segment.

Designed to appeal to a generation that values individuality and seeks diverse flavour options, Sting Classic Kick combines the brand's established fun and irreverent character with a more commanding presence. The flavour represents an evolution of the Sting brand while maintaining its core identity around high-energy experiences.

The product launch is supported by a cinematic campaign film featuring actor Lakshya. Set in a restaurant, the commercial depicts Lakshya intervening in a tense situation with characteristic composure and wit. After dismissing his casual intervention, two antagonistic figures mockingly tell him to focus on peanuts at his table. Unfazed, Lakshya consumes Sting Classic Kick and forcefully places the bottle down, triggering a dramatic slow-motion sequence where peanuts are propelled toward the men like carrom pieces, sending them backward in a stylised display of power. The spot concludes with Lakshya's composed expression and the brand's signature messaging.

Diksha Bajaj, Category Head of Energy Portfolio at PepsiCo India, commented on the development: "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."

Lakshya shared his experience working on the campaign: "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."

The campaign employs bold visuals, energetic storytelling, and stylised action sequences designed to resonate with consumers seeking a flavour that projects strength and differentiation. The initiative strengthens Sting's youthful brand voice while introducing a more self-assured tonality specific to Classic Kick.

The rollout spans multiple channels including television, digital platforms, social media, influencer partnerships, and outdoor advertising. Sting Classic Kick will be stocked across modern retail chains, traditional outlets, and major e-commerce platforms. The 180ml cans are priced at ₹30, while 300ml PET bottles are available at ₹20.