HELL ENERGY DRINK continues to deepen its sports-led brand story in India with the addition of Indian fast-bowling star Mohammed Siraj to the HELL ENERGY DRINK team. Known for his relentless intensity and ability to deliver under pressure, Siraj’s association aligns seamlessly with the brand’s philosophy of raw energy, mental resilience, and high-performance mindset. The association is a natural extension of HELL ENERGY DRINK’s core positioning- mental toughness and performance under pressure.
Siraj’s on-field persona, defined by searing pace, visible aggression, and unwavering focus, mirrors the brand’s global identity. His rise from humble beginnings to becoming one of India’s most dependable fast bowlers reflects a journey fuelled by resilience and grit, values that sit at the heart of HELL ENERGY DRINK’s philosophy.
The signing places Siraj within a deliberately constructed brand universe that also includes Indian batmanShreyas Iyer.
Together, this pair allows the brand to balance ambition, inspirational style, and intensity, helping it speak to multiple consumer cohorts while remaining anchored to a singular, high-energy narrative.
From a brand standpoint, the Siraj association is rooted in authenticity rather than star value alone. Known for wearing his emotions on his sleeve, Siraj is perceived as a self-made athlete who thrives in high-pressure situations, making him a credible symbol for a brand that positions itself as fuel for those who push limits rather than play it safe. His connection with younger audiences, especially in emerging markets, adds further depth to the partnership.
As a face of the brand, Siraj will feature across HELL ENERGY DRINK’s integrated marketing ecosystem.
Speaking on the association, Unnikannan Gangadharan, Director, HELL ENERGY PRIVATE LIMITED, said the brand sees Siraj as an embodiment of its DNA, fearless, relentless, and deeply connected with today’s youth through his journey and on-field intensity.
Sharing his thoughts on the partnership, Mohammed Siraj said, “I have always believed in giving my 100% on the field, no matter what the situation is. That mindset is what connects me strongly with HELL ENERGY DRINK. The brand stands for intensity, performance, and pushing boundaries, values that I truly believe in. I am excited to be associated with a brand that celebrates consistency, persistence, and giving your best every single time.”
The association reinforces HELL ENERGY DRINK’s ambition to cement its position as a preferred energy drink among India’s youth and sports enthusiasts, backed by international quality products and performance-driven narratives.
