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The Sound of Speed: Sting Energy®, a PepsiCo Energy Drink, Hits the Track with Formula 1®
World-Renowned DJ and Producer, Armin van Buuren discovers The Sound of Sting, joined by 2025 F2 Monaco Grand Prix winner Kush Maini and 2009 F1 World Champion Jenson Button — who confirms what fans across the globe are already hearing.
PURCHASE, N.Y., May 27, 2025 /PRNewswire/ — Sting Energy®, a PepsiCo electrifying energy drink, has officially entered the fast-paced world of Formula 1® as its Official Energy Drink Partner. This official partnership, sparked by authentic fan curiosity even before the official reveal, began as a viral sound-driven moment and has since grown into a dynamic collaboration — racing from the track to screens worldwide.
In a sport like Formula 1, where fans obsess over every detail, Sting Energy tapped into the most iconic and visceral element of the experience: sound. On May 23, 2025, world-renowned DJ and producer Armin van Buuren posted a video unveiling a surprising discovery – the sound of “Stinggg” echoing through the roar of an F1 engine. While isolating audio layers from a race recording, Armin noticed an uncanny resemblance between the engine’s pitch and the sonic builds in his music. The post piqued global curiosity, as fans, creators, and even F1 icons joined the conversation. And with that, Sting Energy surfaced. Not as a familiar face in Formula 1, but as a bold new force ready to make its mark.
Joining the wave of excitement were Formula 1 legend Jenson Button and 2025 F2 Monaco Grand Prix winner Kush Maini, who amplified the moment with energized reactions – captivated by the sonic connection between Sting Energy and the roar of Formula 1. Their involvement added credibility to what many had dismissed as coincidence, showing it was something much more deliberate.
Without any official announcement or clear branding, people started to wonder quietly: could Sting Energy have been part of Formula 1 all along? The frenzy reached its peak at the Monaco Grand Prix, where F1 fans and influencers from around the world were seen recording the races – reacting in real-time as Sting Energy’s now unmistakable sonic signature revealed itself within the raw, high-octane roar of the track.
Making the discovery, world renowned DJ and record producer, Armin van Buuren said, “As a longtime F1 fan, I was revisiting some engine sounds in the studio when one frequency stood out, it almost sounded like ‘Sting.’ At first, I thought it was a coincidence, but the more I listened, the more melodic it became. It’s a great reminder that inspiration can come from the most unexpected places – even a car racing down the track.”
Jenson Button, 2009 F1 World Champion driver, added, “I’ve spent my entire life around Formula 1 – from the garage to the podium, and everywhere in between – and I thought I’d experienced every nuance the sport had to offer. But, when Armin played that engine clip and pointed out what he heard, I was genuinely surprised. I played it back and… There it was. ‘Sting.’ Clear as day. It’s strange, but also kind of brilliant – how something so familiar can hide in plain sight for so long. Once you hear it, you can’t ignore it.”
Commenting on the roar, Vandita Pandey, VP Marketing at PepsiCo, International Beverages, Energy, said, “Sometimes the most powerful brand moments aren’t manufactured – they’re discovered. This wasn’t just about launching a campaign; it was about listening to culture and amplifying what fans already felt. This partnership is more than regular sponsorship, it’s sonic alignment. Sting Energy didn’t just join Formula 1, it revealed it had always been there, embedded in the thrill, hidden in the sound; and now, the world knows. The brand officially takes its place on track with a future of vigorous fan experiences ahead.”
Jonny Haworth, Director of Commercial Partnerships, Formula 1, said, “Formula 1 has always been about more than just speed – it’s about emotion, energy, and the sensory experience that comes with every race. This partnership with Sting Energy taps into that energy in a fresh, creative way. It’s a celebration of the power of sound, and how culture and sport continue to collide in exciting new ways.”
With this partnership, Sting Energy will now supercharge fan experiences across 21 races– through immersive brand experiences, co-branded products, on-pack promotions, and digital storytelling.
Breaking away from the traditional sponsorship route, Sting Energy approached this collaboration in a way only it can – by tapping into the power of sound. In a sport where audio is emotion, physics, and adrenaline all at once, Sting Energy transformed a shared sensory experience into an unmissable brand moment. As part of the partnership, Sting Energy will now supercharge fan experiences across 21 races – through immersive brand activations, co-branded products, on-pack promotions, and digital storytelling.
PepsiCo, today, announced the groundbreaking multi-year global partnership with Sting Energy as the Official Energy Drink of Formula 1.
About PepsiCo:
PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated nearly $92 billion in net revenue in 2024, driven by a complementary beverage and convenient foods portfolio that includes Lay’s®, Doritos®, Cheetos®, Gatorade®, Pepsi-Cola®, Mountain Dew®, Quaker®, and SodaStream®. PepsiCo’s product portfolio includes a wide range of enjoyable foods and beverages, including many iconic brands that generate more than $1 billion each in estimated annual retail sales.
Guiding PepsiCo is our vision to Be the Global Leader in Beverages and Convenient Foods by Winning with pep+ (PepsiCo Positive). pep+ is our strategic end-to-end transformation that puts sustainability and human capital at the center of how we will create value and growth by operating within planetary boundaries and inspiring positive change for planet and people. For more information, visit www.pepsico.com, and follow on X (Twitter), Instagram, Facebook, and LinkedIn @PepsiCo.
About Formula 1®
Formula 1® racing began in 1950 and is the world’s most prestigious motor racing competition, as well as the world’s most popular annual sporting series. Formula One World Championship Limited is part of Formula 1® and holds the exclusive commercial rights to the FIA Formula One World Championship™. Formula 1® is a subsidiary of Liberty Media Corporation (NASDAQ: FWONA, FWONK, LLYVA, LLVYK) attributed to the Formula One Group tracking stock. The F1 logo, F1 FORMULA 1 logo, FORMULA 1, F1, FIA FORMULA ONE WORLD CHAMPIONSHIP, GRAND PRIX, PADDOCK CLUB and related marks are trademarks of Formula One Licensing BV, a Formula 1 company. All rights reserved.
About Armin van Buuren
Armin van Buuren has long been a global ambassador for electronic music. He currently has eight full-length artist albums to his name and continues to cultivate a massive worldwide following through his weekly A State of Trance radio show, event series and album series, reaching 44 million listeners from more than 80 different countries on a weekly basis. Armin van Buuren headlines tens to hundreds of shows per year at leading festivals and venues around the world, including Electric Daisy Carnival (Las Vegas, New York), Ultra Music Festival (Miami), Lollapalooza (Chicago) and Tomorrowland (Belgium) plus residencies on Ibiza and in Las Vegas. Past summer alone, he reconnected with fans through over thirty shows, including the ‘Feel Again’ shows in the Ziggo Dome, Ultra Europe, Tomorrowland, Parookaville, Creamfields, Electric Zoo and his summer residencies at Hï Ibiza and Ushuaïa. In June, he is releasing his long-waited ninth studio album, ‘Breathe’.
www.arminvanbuuren.com, www.astateoftrance.com, www.armadamusic.com
Amazon Music | Apple Music | Deezer | Discord | Facebook | Instagram | Resident Advisor | SoundCloud | Spotify | Twitch | X | YouTube
View original content:https://www.prnewswire.co.uk/news-releases/the-sound-of-speed-sting-energy-a-pepsico-energy-drink-hits-the-track-with-formula-1-302465733.html
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Hexaware Wins Brand of the Year Awards 2025 for Strategic Growth and Innovation
MUMBAI, India, May 28, 2025 /PRNewswire/ — Hexaware Technologies (NSE: HEXT), a global provider of IT and digital solutions, has been recognized as a winner at the Brand of the Year Awards 2025, which celebrates brands that have achieved outstanding success through effective strategies, product innovation, and increased market share in the last financial year.
Brand Advertising Research & Consulting Pvt. Ltd. (BARC) Asia, a leading multi-brand consultancy firm, selects winners through an extensive three-phase research process. The first phase involves secondary research analyzing industry reports and market surveys to shortlist 500 brands. The second phase involves a primary survey conducted among target audiences, evaluating brands on trust, image, sustainability, goodwill, positioning, recall, growth, reach, and innovation. In the final phase, an expert jury analyzes all findings and scores brands to determine the final awardees.
Hexaware successfully emerged among the winners, recognized specifically for its ability to quickly adapt to changing market conditions and achieve bold growth through clear strategies.
R Srikrishna, CEO and Executive Director, Hexaware, commented on the recognition: “This award highlights our commitment to tangible results, delivering consistently and adapting effectively. It’s proof that our actions align with our promises, and our stakeholders clearly recognize and appreciate that.”
Nidhi Alexander, Chief Marketing Officer, Hexaware, added: “We have consciously kept our message direct and authentic, ensuring alignment between what we say and how we perform. Receiving this award validates our clarity-driven approach, reinforcing that meaningful brands are built from consistent and genuine communication.”
Hexaware and fellow winners were felicitated at the Great Gather Goa Summit 2025, scheduled for May 25, 2025, at the Hilton Hotel in Goa. The summit gathers prominent leaders, entrepreneurs, policymakers, and industry experts to celebrate achievements and explore insights on the theme ‘Achiever’s Mindset—The Untold Bit.’
Saimik Sen, Editor-in-Chief, Herald Global & BARC Asia, said, “My heartiest congratulations to Hexaware Technologies on being selected as the ‘Brand of the Year’ at the Great Gather Goa Summit. Hexaware has been selected for redefining benchmarks in its category and maintaining legacy and sustainability in the market.”
About Hexaware
Hexaware is a global technology and business process services company. Every day, Hexawarians wake up with a singular purpose: to create smiles through great people and technology. With offices across the world, we empower enterprises worldwide to realize digital transformation at scale and speed by partnering with them to build, transform, run, and optimize their technology and business processes.
Learn more about Hexaware at https://www.hexaware.com.
View original content:https://www.prnewswire.com/in/news-releases/hexaware-wins-brand-of-the-year-awards-2025-for-strategic-growth-and-innovation-302466913.html
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Algonomy Unveils Trio of AI-Powered Innovations to Revolutionize Digital Commerce
BENGALURU, India, May 28, 2025 /PRNewswire/ — Algonomy, the global leader in algorithmic decisioning for retail, today announced the launch of three cutting-edge solutions purpose-built to help retailers deliver hyper-personalized shopping experiences at scale: Ensemble AI, Social Proof Messaging, and Active Content.
These product innovations represent the next leap forward in retail personalization, merchandising efficiency, and real-time customer engagement.
Ensemble AI redefines styling with a real-time, AI-powered outfitting engine that mimics a personal stylist—automatically creating editorial-style, head-to-toe looks tailored to individual shopper preferences, behavior, and current trends. By dynamically assembling complete, visually stunning outfits at key digital touchpoints, Ensemble AI increases average order value, improves conversion rate, and reduces styling overhead.
Social Proof Messaging brings credibility and urgency to the shopper journey, enabling brands to embed psychological nudges—like trending tags, low stock indicators, and user popularity signals—throughout the funnel. With game-changing AI-led optimization, the platform automatically tests message variants and displays the best-performing one, maximizing KPIs such as conversion rate, add-to-cart rate, and revenue per visit.
Active Content delivers website-like personalization on email and other marketing channels, boosting engagement, clicks, and conversions. It enables marketers to effortlessly draw from, mash up, and layer data from multiple sources to craft visually compelling marketing campaigns, delivered with open-time personalization. Powered by Generative AI and Algonomy’s advanced decisioning engine, Active Content tailors every message to each individual with precision.
Together, these new offerings expand Algonomy’s Retail AI portfolio, which already includes market-leading products like Recommend™ (real-time personalized recommendations), multimodal search, Audience Manager, and supply chain optimization tech like Order Right.
“Retail is undergoing a seismic shift—from static experiences to dynamic, real-time engagement across the shopper journey. With Ensemble AI, Social Proof Messaging, and Active Content, we’re giving retailers the tools to operate with precision, creativity, and intelligence at scale—so they can meet every customer with relevance in the moment,” said Mark Buckallew, Chief Product Officer, Algonomy.
Meet Us at NRF APAC 2025
Algonomy will showcase these new innovations alongside its full product suite at NRF APAC 2025, which will take place June 3–5 at Marina Bay Sands, Singapore. Visit us at Booth #1116 to experience the future of algorithmic retail in action.
For more information, visit https://algonomy.com/nrf-apac-2025
About Algonomy
Algonomy helps consumer businesses maximize customer value by automating decisioning across key retail functions, with AI-enabled solutions for eCommerce, Marketing, Merchandising, and Supply Chain. Algonomy is a trusted partner to more than 400 leading brands, with a global presence spanning over 20 countries. Our innovations have garnered recognition from top industry analysts such as Gartner and Forrester. More at www.algonomy.com.
View original content:https://www.prnewswire.co.uk/news-releases/algonomy-unveils-trio-of-ai-powered-innovations-to-revolutionize-digital-commerce-302466036.html
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1000 teams from Professional Colleges Across India Vie for Top Honours at UST SIGHT 2.0 Competition
Winners presented with cash prizes, certificates and mementos
THIRUVANANTHAPURAM, India, May 28, 2025 /PRNewswire/ — UST, a leading digital transformation solutions company, announced the winners of SIGHT 2.0, the second edition of SIGHT (Sustainable Innovations for Growth and Human Transformation) at its Thiruvananthapuram campus, continuing with its efforts towards playing a pivotal role in nurturing the next generation of innovators and thought leaders. SIGHT is a technical expo and annual competition, tailored for final-year college students at professional colleges across India.
The competition, which captured the attention of budding innovators and turned out to be a beacon for sustainable solutions and transformative ideas, saw team Oillovators from the Institute of Engineering & Management (IEM), Kolkata winning the first prize with a cash prize of Rs. 50,000, certificates and mementos. The second prize, comprising a cash prize of Rs. 25,000, certificates and mementos, was bagged by team Seakers from Dr Ambedkar Institute of Technology, Bengaluru. Meanwhile, the third prize was bagged by team Neo Sustain from R.M.K. Engineering College, Tiruvallur, Tamil Nadu and the team won a cash prize of Rs. 10,000, certificates and mementos. Sheffi Anwar, General Manager – Business Operations & Workplace Management, UST, presented the awards to the winners.
Organised by COLOR GOLD members of UST, SIGHT 2.0 received more than 1000 registrations from over 300 professional colleges across India. The competition, which combined the creativity, intellect, and technical prowess of the students, aimed at providing a fillip to sustainable innovations that foster growth and usher in positive human transformation. COLOR GOLD, the organising team, is a part of UST’s award-winning employee engagement programme COLORS that connects the company’s employees across all global locations.
As registrations poured in, the best projects were selected for the first round, and abstracts were evaluated to shortlist the top 500 entries. The second round narrowed into 280 entries, which marked the midway point in the development of their projects, providing a glimpse into the progress and potential of each endeavour. The scrutiny was rigorous, ensuring that only the most promising ideas advanced to the final round. Fourteen outstanding teams were selected for the grand finale round after assessing their technical acumen and commitment to sustainable solutions that address real-world challenges. The final round was based on the innovation and ingenuity of the teams.
“It is encouraging to note that SIGHT 2.0 turned out to be bigger than the opening edition. With more than 1000 project entries from 300 professional colleges across India, it has been evident that the new generation of students possessed amazing technical acumen and an innovative mindset, and also held aloft a commitment towards sustainable solutions that could address real-world challenges. It was a joy watching the youngsters push forward creative ideas, and I applaud all who participated. I specially congratulate the winning teams and look forward to seeing their works trigger the transformation of lives around us,” said Sunil Balakrishnan, Chief Values Officer, and Global Head of Center Operations, UST.
The overwhelming response from colleges and students has reaffirmed the significance of programs like SIGHT2.0. The participants have expressed gratitude for the opportunity, highlighting the immense value it has added to their academic journeys. For these students, SIGHT 2.0 is not just a competition but a platform that empowers them to explore, create, and contribute to a better future. SIGHT 2.0 is not merely a competition; it is a testament to the potential that lies within our educational institutions. UST, through initiatives like these, continues to play a pivotal role in nurturing the next generation of innovators and thought leaders. The ripple effect of SIGHT will undoubtedly extend far beyond the competition, and it will permanently alter the landscape of technological innovation.
About UST:
Since 1999, UST has worked side by side with the world’s best companies to make a powerful impact through transformation. Powered by technology, inspired by people, and led by our purpose, we partner with our clients from design to operation. Our digital solutions, proprietary platforms, engineering, R&D, products, and innovation ecosystem turn core challenges into impactful, disruptive solutions. With deep industry knowledge and a future-ready mindset, we infuse expertise, innovation, and agility into our clients’ organizations—delivering measurable value and positive lasting change for them, their customers, and communities around the world. Together, with 30,000+ employees in 30+ countries, we build for boundless impact—touching billions of lives in the process. Visit us at www.UST.com.
Media Contacts, UST:
Tinu Cherian Abraham
+1 (949) 415-9857 (US)
+91-7899045194 (India)
Merrick Laravea
+1 (949) 416-6212
Neha Misri
+44-7341787926
Roshini Das K
+91-7736795557
media.relations@ust.com
Media Contacts, India:
Adfactors PR
ust@adfactorspr.com
Media Contacts, U.S.:
S & C PR
+1-646.941.9139
media@scprgroup.com
Makovsky
ust@makovsky.com
Media Contacts, U.K.:
FTI Consulting
UST@fticonsulting.com
View original content:https://www.prnewswire.com/in/news-releases/1000-teams-from-professional-colleges-across-india-vie-for-top-honours-at-ust-sight-2-0-competition-302465723.html
Hexaware Wins Brand of the Year Awards 2025 for Strategic Growth and Innovation
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