Sting Energy and Mercedes-AMG Petronas F1 Team create striking Mumbai projection

Sting Energy and the Mercedes-AMG Petronas F1 Team jointly unveiled a large-scale projection initiative that transformed several prominent Asian landmarks, including Mumbai’s Bandra-Worli Sea Link, into high-visibility brand showcases. The activation aimed to present the recently announced global partnership between the energy drink brand and the Formula 1 team through an integrated visual narrative built on themes of speed, precision and performance.

In India, the Bandra-Worli Sea Link became the centrepiece of the activity as it was used to display a continuous sequence of projected visuals featuring the Sting Energy identity alongside the Mercedes-AMG Petronas F1 Team emblem. The projection, designed to be visible to commuters and pedestrians along the stretch, presented the two brand marks in a synchronised composition that highlighted movement, colour and dynamic line work associated with racing and energy cues. Thousands of people travelling along the route encountered the display across the evening hours, offering both planned and incidental audience engagement.

The same projection format was executed in other Asian markets, where locally relevant landmarks were selected for their visibility, footfall and cultural significance. Although each market adapted the projection structure to suit architectural constraints and viewing conditions, all installations maintained a uniform visual language to reinforce the consistency of the partnership reveal. By bringing the projection to multiple countries, the brands sought to build a sense of collective participation across the region while also generating local conversation.

The initiative illustrates an increased emphasis on using architecture-driven media as brand communication shifts from conventional display surfaces to more experiential formats. The choice of outdoor projection enabled Sting Energy and the Mercedes-AMG Petronas F1 Team to merge light, structure and environment without requiring any physical alterations to the locations. The creative approach aligns with the growing interest among advertisers in flexible, high-impact technologies that allow temporary transformation of public spaces.

From a brand strategy perspective, the activation served to amplify the association between Sting Energy and the Mercedes-AMG Petronas F1 Team by presenting them together in a high-energy, performance-centric setting. The projection content relied on stylistic cues that referenced the speed and technical sophistication of Formula 1 while linking them to the fast-paced identity of the beverage brand. By placing the visuals on widely recognised landmarks, the campaign positioned the partnership within a context that felt aspirational yet accessible to general audiences.

The activity also reflects how brands operating in the advertising, media and marketing sectors are increasingly investing in spectacle-driven communication to differentiate themselves in crowded environments. Projection mapping, which enables rapid deployment and location versatility, offers a format suited to partnership announcements and cross-market brand storytelling. In this instance, the technique provided a shared creative thread between markets while allowing viewers in each country to experience the activation through their own urban context.

With this multi-city rollout, Sting Energy and the Mercedes-AMG Petronas F1 Team introduced their global partnership through a visual experience designed to emphasise collaboration, energy and movement. The projection-led approach signals a continued shift toward hybrid physical-digital executions as brands look for new ways to engage audiences in high-traffic public environments.