Thums Up, which has always recognised the “Toofani” - heroic spirit – in every individual, takes the theme forward with the new Thums Up communication campaign that was released today. The new thematic campaign starring Ranveer Singh, draws on the core idea of ‘Main Hum Bhi Hoon, Aur Khaas Bhi’ – a set of values that is true for all Thums Up loyalists. The "Toofani" Thums Up drinker shines in the face of danger. Along with introducing a bold new face to the brand, the campaign ladders up from its traditional chase, for a bottle of Thums Up.
The new campaign is the second rendition of the creative expression – ‘Main Hoon Toofani’ which was launched early this year. Based on the idea of celebrating the ‘Khas’ in ‘Hum’, the campaign seeks to inspire its consumers to unleash their toofani or heroic spirit.
Launching the new Thums Up campaign, Debabrata Mukherjee, Vice President, Marketing, Coca-Cola India and South West Asia, said, ‘Thums Up advertising is set apart by its energetic, fast-paced and stylishly rendered action. Ranveer Singh, with his palpable energy and inimitable style, will help amplify the aspirational quotient of the brand. Ranveer embodies the Thums Up philosophy in his personal life - an uncompromising attitude towards achieving one’s goals. We are confident that this partnership will work towards fulfilling the brand’s objectives.”
The campaign has been conceptualised by team Leo Burnett, led by Sachin Das Burma (National Creative Director) and has been launched through a high-octane action film directed by acclaimed Hollywood Director Simon West, known for his work in blockbusters such as Con Air and Expendables 2.
Commenting on the campaign, Das Burma said, “It is a fact that nobody is born a Toofani, it is what you do in the face of adversity that makes you one! Real Toofani exists in everyone, it’s just that we need to recognise it and work towards achieving our goals. Following the brand’s philosophy of believing in oneself and inspiring people to unleash their true potential, the campaign focuses on the hero spirit that resides in every Thums Up drinker. It was a great learning experience working with someone of Simon’s caliber, as all the action sequences in the film are live and look nothing short of an action-packed rollercoaster ride.”
Talking about associating with Thums Up, Ranveer Singh said, “Thums Up has been an integral part of my life, my favourite cola. My entire family could entice me with a Thums Up and make me do anything for it. I am glad to have chosen Thums Up as its endorser, since the brand’s attitude resonates with me more than any other. Thums Up personifies me – daring, confident in my skin and a risk taker.”
Creative Team on the new Thums Up campaign:
Shahid Hussain – Associate Creative Director
Avinash Chauhan – Associate Creative Director
Jaikrit Singh – AVP
Dhruv Maithani – Brand Associate
Ritika Jaiswal – Brand Associate