Sting makes Formula 1 dream a reality for fans

In a bold move that fuses cinema, culture, and adrenaline, Sting Energy, PepsiCo India’s high-voltage energy drink, has dialled up its ‘#F1SoundsLikeSting’ challenge – offering fans a golden opportunity to win an unforgettable Formula 1 experience at one of the most iconic races of the season.

The contest kicked off with a post on the @sting_india Instagram handle, inviting fans to take part in this once-in-a-lifetime experience. The challenge? Spot the iconic “Stinggg” sound wherever it’s heard—whether in across digital platforms, or in ads and share it for a chance to win F1 Grand Prix tickets. This unexpected sonic moment is set to spark a nationwide hunt, transforming Sting from just an energy drink into a cultural signal, a fandom trigger, and a sound that refuses to go unheard.

Ankit Agarwal, Director, Energy at PepsiCo India said, “With this extension, we’ve doubled down on the ‘Sound of Sting’ campaign by turning a cultural moment into a platform for deeper brand engagement. Our association with Formula 1 allows us to amplify Sting’s high-energy persona through sound – a powerful, ownable brand asset. This campaign reflects our strategic shift toward immersive, experience-led marketing that resonates with India’s youth and keeps Sting at the heart of culture, conversation, and disruption.”

The contest marks the next chapter in Sting’s high-decibel, youth-first Sound of Sting campaign, which went viral earlier and revealed the brand as the official energy drink partner of Formula 1. By placing sound at the centre of its storytelling, Sting isn’t just riding cultural moments, it’s amplifying them.

From June 27 to July 13, fans across India can participate by identifying where they hear the “Stinggg” sound. A few lucky winners will be selected for an adrenaline-fueled F1 Grand Prix experience. Prizes will be awarded by the end of August 2025.