Sting Energy drink in Pakistan was traditionally being marketed through a "Regional TVC" which was run in four other markets in Asia as well. This caused a disconnect at a local level not only in terms of relevance, but also on passion points.

To change this, we identified a rising interest point in Pakistan - boxing. We then went further and took the brave risk of bringing on a boxer who had recently been knocked out. Amir Khan is a British national, but of Pakistani heritage, and in order to bring him back into the ring, we invited him to train in a Pakistani city and reconnect to his roots.

A campaign was built which focused solely on Pakistan and its cultural nuances, to a very successful result.