Olympic boxing champion Amir Khan has turned the city of Lahore into a training ground in the latest spot for PepsiCo-owned energy drink, Sting.
The ad aims to encourage fans to suggest challenges that will form the basis of the training that he will undertake ahead of his next fight.
The #StingChallenge campaign has been running for a few years and the latest video reinvigorates the challenge, using the media attention on Khan after he lost a fight to mexican Saul 'Canelo' Alvarez after jumping two weight divisions.
The British-born boxer has family roots in Pakistan and Ammar Zaim, PepsiCo marketing manager NCB & Energy, said this was core to the new video.
“Amir Khan is a symbol of motivation and inspiration for the youth, globally. Energy is the fundamental pillar of Sting’s brand architecture and hence Khan came as a natural fit to boost energy credentials. Plus, it had local relevance as he was shown training on his native soil. People of Pakistan are generally very patriotic and whenever you show local settings, the response is always amazing. Social media engagement was driven by fans themselves as they were given an opportunity to directly challenge Amir Khan to help him train better for his next big fight,” he said.
According to BBDO, since the video was launched, the video has had over 11 million views on Facebook, 1 million views on YouTube and has been the strongest campaign in terms of views and engagement by PepsiCo Asia Pacific this quarter.