PepsiCo India Launches Sting Classic Kick, Expands Energy Drink Portfolio

PepsiCo India has launched a new variant of its Sting energy drink, Sting Classic Kick, to expand its portfolio and provide consumers with more options in the fast-growing energy drinks space.

The launch will be backed by a multi-platform marketing campaign featuring actor Lakshya and will include promotion across television, digital platforms, social media, influencer partnerships and outdoor advertising.

Sting Classic Kick is said to have been developed for consumers seeking new flavour experiences, but maintaining the brand’s signature energy-driven identity.

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Innovation-Led Growth:

PepsiCo India’s introduction of the new variant is another step in its efforts to strengthen its presence in the energy drinks segment and expand the Sting portfolio.

The campaign film shows Lakshya in a restaurant where he is caught in the middle of a tense situation. The ad uses stylised action, humour and exaggeration to reinforce the product’s energetic and bold positioning.

Commenting on the launch, Diksha Bajaj, Category Head – Energy Portfolio at PepsiCo India, said the company remains focused on driving category growth through innovation.

“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,” Bajaj said.

“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,” she added.

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Youth Demand Growth:

Speaking about the campaign, Lakshya said, “The film is a mix of action, humour and cinematic storytelling for an engaging viewing experience.

“While shooting the campaign I enjoyed the intense energy and the cinematic treatment that the film brings alive. “The action, the humour and the confident storytelling all combine in a very entertaining way,” he said.

Lakshya said, “The campaign is a perfect reflection of the bold personality of the new Sting Classic Kick flavour.

PepsiCo India said the product will be available across the country in modern retail stores, traditional trade outlets and e-commerce platforms.

The new variant is available in a 300 ml PET bottle for ₹20 and a 180 ml can for ₹30, so it can be consumed by many consumer segments.

The launch comes as beverage companies are broadening their energy drink portfolios to meet growing demand from younger consumers for functional and energy-focused beverages.