Sting® Unveils New “Energy Ka Bas Ek King” Campaign Featurin

Sting Brings Its New “Energy Ka Bas Ek King” Proposition With Lakshya

By Hariharan U

Published on October 22, 2025

Sting®, one of India’s fastest-growing energy drink brands from PepsiCo India, has unveiled its latest campaign film featuring actor Lakshya, known for his dynamic screen presence and youthful charisma. The new film captures the essence of Sting®’s proposition, “Energy ka bas ek king, Sting®.”

The high-energy film opens with Lakshya in the middle of an intense table tennis match against an opponent sipping a generic energy drink, while he chooses Sting®. As the rally heats up, Lakshya’s energy stays unmatched, even as two more players join the opposing side. Unfazed, he takes them on single-handedly, pausing mid-match to casually answer a phone call saying he’s “just practicing,” before sealing his victory in style. The film closes with the tagline: “Energy ka bas ek king, Sting®.”

“Sting isn’t just another energy drink, it’s the king of energy. The new campaign captures Sting’s unbeatable edge in a fun, relatable way. Lakshya brings that energy alive effortlessly, sharp, dynamic, and impossible to miss,” said Sanya Sehgal, Sting Equity Lead, PepsiCo India.

“Being part of this campaign has been an amazing experience. For me, it’s about pushing limits and going all out — exactly what Sting represents. Like I always say, Energy drinks toh bahut hai, par king sirf ek, Sting,” shared Lakshya.

“Our goal was to show how real energy lets you own the moment. The table tennis match became the perfect metaphor for that unstoppable Sting spirit , bold, witty, and always one step ahead,” added Saarthak Dutt, Executive Creative Director, Leo India.

Uday Singh Gauri, CEO, Dharma Cornerstone Agency, commented, “Sting and Lakshya are a natural fit, both embody high-voltage energy and a fearless attitude.”

The campaign will run across TV, digital, and social platforms, aiming to connect with audiences who seek energy that fuels their ambition and full-charge lifestyle.

Disclaimer: PepsiCo India claim as per NIQ retail index data for period MAT July ‘25 for the India market in energy drinks segment of soft drinks category.

About PepsiCo:

PepsiCo products are enjoyed by consumers more than one billion times a day in over 200 countries and territories. In 2024, PepsiCo generated nearly $92 billion in net revenue, driven by iconic brands such as Lay’s®, Doritos®, Gatorade®, Pepsi-Cola®, Mountain Dew®, and Quaker®. Guided by its pep+ (PepsiCo Positive) strategy, the company continues to drive growth with sustainability and human capital at its core.

Credits: The campaign was conceptualized and executed by Leo India, under the leadership of Rajdeepak Das, Chairman, Leo South Asia & CCO, Publicis Groupe South Asia, and Amitesh Rao, Chief Executive Officer, Leo South Asia. The creative team included Vikram Pandey, Co-Chief Creative Officer; Jaikrit Singh, Managing Partner; Sakshi Chawla, Associate Vice President; Saarthak Dutt, Executive Creative Director; Hardik Trivedi, Associate Executive Creative Director; Siddharth Menon, Senior Creative Director; Naman Gera, Brand Services Director; Supriya Jain, Associate Creative Director; Urvashi Sharma, Copywriter; Manasvi Pandit, Art Director; and Arpita Vatsa, Brand Services Associate.

India Works to Bring Back Umrah Pilgrims Stranded in Saudi Arabia

By Manu Vardhan Kannan

Published on October 23, 2026

India has stepped up efforts to help stranded Umrah pilgrims return from Saudi Arabia amid the regional security situation. The Ministry of External Affairs (MEA) said the Indian Embassy in Riyadh and the Consulate General in Jeddah are coordinating with airlines and tour operators to arrange the early return of affected pilgrims.

MEA spokesperson Randhir Jaiswal said around 3,000 stranded Umrah pilgrims had travelled from Saudi Arabia to India over the past week on available flights. This was in addition to more than 10,000 other Umrah pilgrims who had returned on flights booked as part of their regular travel arrangements during the same period.

The efforts follow an attack on King Fahd International Airport in Dammam, which left one Indian national dead and two others injured. The incident has raised concerns among Indian nationals in the region as the wider security situation affects travel arrangements.

Earlier, AIMIM president Asaduddin Owaisi urged the Centre to intervene, stating that around 4,000 Indian pilgrims were stranded in Makkah and Madina after airlines suspended flights to Saudi Arabian cities amid regional security concerns.

In a post on X, MEA spokesperson Randhir Jaiswal said, “Our Embassy in Riyadh @IndianEmbRiyadh and the Consulate in Jeddah @CGIJeddah are actively engaging with concerned airlines and tour operators to facilitate the early return of affected pilgrims.”

He added, “Over the past week, about 3,000 stranded Umrah pilgrims have travelled from Saudi Arabia back to India on available flights. This is in addition to more than 10,000 normal Umrah pilgrims who were booked on the available flights and have travelled back to India over the past week.”

Jaiswal also said that arrangements were being discussed to facilitate the return of the remaining Umrah pilgrims at the earliest. The Indian Embassy and Consulate, with support from community volunteers, are providing welfare assistance to Indian nationals in need.

The MEA has also established 24×7 control rooms to assist Indian nationals and is issuing regular advisories to share updates and relevant information.

24×7 Control Room Contact Details

Embassy of India, Riyadh

Telephone: +966-554412016
Telephone: +966-542126784
Toll-free: 8002471234 (Calls from within Saudi Arabia only)
WhatsApp: +966-536216082 (Messages only)

Consulate General of India, Jeddah

Telephone: +966-12-2614093
Telephone: +966-556122301
WhatsApp: +966-536209704 (Messages only)

Indian pilgrims and their families can use these official contact channels for assistance and updates. The Indian authorities continue to coordinate with airlines, tour operators and local community volunteers to support affected travellers and facilitate their return as soon as possible.

Jivraj9 Tea Group Purchases ₹13 Lakh Worth of Tea at Assam Charity Auction

By Hariharan U

Published on October 22, 2026

Jivraj9 Tea Group has purchased tea worth ₹13 lakh at a special charity auction organised at the Guwahati Tea Auction Centre (GTAC), joining stakeholders from across India's tea industry in raising funds for communities affected by floods in Assam. The initiative collectively raised approximately ₹2.26 crore, with proceeds directed towards the Assam Chief Minister's Relief Fund.

The special auction generated ₹1.61 crore through tea sales, while an additional contribution of ₹65 lakh took the total amount raised to approximately ₹2.26 crore. Assam Chief Minister Himanta Biswa Sarma personally wielded the auctioneer's hammer, with 12 ceremonial lots sold by him raising ₹99.51 lakh.

Jivraj9 Tea Group was among the participating buyers, joining major tea businesses and industry stakeholders who travelled from cities including Mumbai, Surat, Ahmedabad and Delhi to support the relief effort.

Commenting on the company's participation, Rushabh Shah, Executive Director, Jivraj9 Tea Group, said the tea industry's relationship with Assam extends beyond commercial interests and carries a shared responsibility towards the communities connected with the region's tea and agricultural ecosystem.

He added that the floods had affected local communities and livelihoods, making collective industry support particularly important. Shah said the company was proud to contribute alongside the wider tea fraternity in supporting Assam during the challenging period.

The auction brought together tea producers, buyers, brokers, warehouses and auctioneers, with participants across the value chain contributing to the initiative. Producers contributed tea, brokers and warehouses waived applicable charges, and GTAC facilitated the auction, enabling buyers to purchase the lots in support of the relief effort.

Jivraj9 Tea Group's participation also builds on its recent contribution of ₹12.5 lakh to the Assam Chief Minister's Relief Fund towards relief and rehabilitation efforts for flood-affected communities. The latest purchase at the charity auction further reflects the company's engagement with Assam, a key region in India's tea industry and an important part of its sourcing and value chain.

The initiative highlights the role of collective action in India's tea sector, bringing together businesses and industry partners to support communities during a time of need. By using an established industry platform to mobilise contributions, the charity auction demonstrates how commercial networks can also serve as channels for community support and relief.

New Aadhaar Seva Kendra Opens in Kothagudem, Telangana, to Serve Up to 250 Residents Daily

By Manu Vardhan Kannan

Published on October 22, 2026

Residents of Kothagudem in Telangana can now access Aadhaar services more conveniently with the launch of a new Aadhaar Seva Kendra (ASK). The centre has commenced operations with four fully operational Aadhaar Enrolment & Update kits and has the capacity to serve 200 to 250 residents per day.

Located on the Ground floor, H.no. 13-3-58 Ganga Bhushan basthi Old Kothagudem, Kothagudem Telangana -507101, the new centre has been set up to meet the growing demand for Aadhaar-related services in the region. The inauguration was attended by Shri Ankit, IAS, District Collector and Magistrate, along with other eminent dignitaries.

The Aadhaar Seva Kendra is managed and operated by BLS International, a global AI and tech-enabled services partner for governments and citizens. The initiative reflects the company's ongoing efforts to strengthen digital identity infrastructure and improve access to essential services across India.

The centre offers a range of services, including new Aadhaar enrolment, demographic updates such as name, address and date of birth, biometric updates, and document updates. Residents can also approach the centre for grievance redressal and query resolution.

To make the process more convenient, the facility includes a dedicated helpdesk, comfortable waiting areas, and a token and queue management system. Other amenities include drinking water, air conditioning, wheelchair access and accessible restrooms. Clear service information is also available to help visitors understand the services offered.

Special attention has been given to supporting senior citizens and persons with disabilities, ensuring that they can access the services in a comfortable and accessible environment. With its modern facilities and capacity to assist up to 250 residents daily, the new Aadhaar Seva Kendra aims to make enrolment and update services easier to access for people in Kothagudem and nearby areas.

Location: Ground floor, H.no. 13-3-58 Ganga Bhushan basthi Old Kothagudem, Kothagudem Telangana -507101.

Welcome to post your talent

A platform dedicated to showcase the skills and creativity of hospitality professionals. Share your articles, videos and other content related to the industry and get recognized for your unique perspective and expertise. By posting your content and gaining likes from your own community, we'll categorize your talents and expose them to the hospitality world. Join our community of passionate hospitality professionals and let your talent shine!.

Sting Brings Its New “Energy Ka Bas Ek King” Proposition With Lakshya

About PepsiCo:

Most Read In News

India Works to Bring Back Umrah Pilgrims Stranded in Saudi Arabia

Most Read In News

Jivraj9 Tea Group Purchases ₹13 Lakh Worth of Tea at Assam Charity Auction

Most Read In News

New Aadhaar Seva Kendra Opens in Kothagudem, Telangana, to Serve Up to 250 Residents Daily

Most Read In News