Unleashing a sleek and stylish look this summer, Thums Up will storm its fans in Andhra Pradesh with the ‘Taste The Thunder’ campaign. The highlight in the new integrated marketing communication plan will be Telugu actor Mahesh Babu. , The actor, who has mega hits like ‘Okkadu’ and ‘Pokiri’ to his credit, is seen in a new look with his signature stylish understated screen presence.
The campaign, conceptualised by Sainath Saraban, Executive Creative Director, Leo Burnett, and directed by Amit of Chrome Pictures, brings out the composed and confident attitude of the Thums Up man who will do ‘anything for his thunder’ in style. In addition to leveraging mass media, the integrated communication plan will be complemented by a range of on-the-ground initiatives like road shows and contests across all key markets.
According to Kashmira Chadha, Director-Marketing, Coca Cola India, “The latest Thums Up campaign aims at portraying the contemporary image of the Thums Up drinker who will do anything to get his Thums Up. To drive this message forward, an integrated communication plan, involving both above- and below-the-line initiatives are being rolled out.”
The TVC begins with the actor entering a lounge bar with his friends, which leaves a girl in the bar completely spellbound, with her boyfriend turning green with envy. When Babu asks for his regular bottle of Thums Up, the boyfriend interrupts in between and throws a physical challenge of arm wrestling. What follows is some manoeuvring by Babu to beat his adversary in the physical challenge, with a clever use of his superior intellect as well.
According to Saraban, “When we set out to create the new communication plan for Thums Up, the one thing we wanted to capture was the inherent qualities of the Thums Up man — confident, stylish and intelligent. The challenge really was to integrate the free and fearless spirit of the Thums drinker who will do anything to get his favourite soft drink, with a mind of his own which makes him an effortless winner. Mahesh Babu brings forth these qualities of the Thums Up man in the new campaign.”
Chadha added that the TVC would be aired from March 24 in all the Southern channels. However, there will be no print campaign. There will be outdoor ads which will be seen in bus shelters, POPs, etc.