Daring the customers to make a ‘Toofani’ start to the year, Thums Up has unveiled a new campaign featuring superstar Salman Khan. Showcasing the bold masculine leadership and extending the ‘Aaj Kuch Toofani Kartey Hain’ call to action, Thums Up campaign once again urges its consumers to live the thunder and push the boundaries to pave their own path.
From being the ‘angry young man’ to the ‘cool risk taker’, Thums Up has always taken the masculine approach. The new campaign shows Salman Khan taking a 'toofani' route to get his Thums Up. The plot almost remains the same like the previous ads in which the protagonist goes to extremes to get hold of a Thums Up. However, apart from performing death-defying stunts or jumping from buildings, the actions shifts to airlifting a Thums Up truck stuck in jam with the help of a helicopter. The truck lands at the store that has run out of stock through the chopper. The film ends with Khan giving the message that the 'Toofan' is within everyone but it’s a matter unleashing the ‘Toofan’ within. Action star and southern superstar Mahesh Babu features in the southern version of the campaign.
Speaking about the campaign, Anupama Ahluwalia, VP – Marketing, Coca-Cola India said, “Thums Up has continued to be culturally relevant in India through the evolving expressions of masculinity. We believe masculinity today is the drive to find ones calling, to take the leap of faith and Thums Up is the iconic symbol that embodies the strength required to unleash the potential within. Through the latest campaign, Thums Up is aiming to make a cultural shift of acceptance that the hero is not divine anymore, but that it is there in all of us, it’s just a matter of finding it, hence the Clarion Call ‘Aaj Kuch Toofani Karte Hain’.”
The TVC has been conceptualised by Leo Burnett and directed by Ravi Udyawar under the RU Films production banner. Ram Sampath has composed the music and the lyrics have been written by Amitabh Bhattacharya.
Commenting on the film, KV Sridhar, Chief Creative Officer India Sub-continent, Leo Burnett said, “Thums Up campaigns are about adventure, dare-devil attitude and the ability to push beyond one's limits. The new campaign embodies these values, and having someone like Salman, whose sheer screen presence is so dynamic, really added to the experience. To find a script befitting Salman and Thums up and translating that on screen was both challenging and exciting. The end result is something we are all proud of and we hope the viewers enjoy watching the campaign as much as we did making it.”
The ad film was previewed on Khan's Facebook and Twitter pages before the mass media. This is the first time in the history of the brand since its launch in 1977, that it previewed its main thrust summer campaign on digital media before the campaign goes on air. Thums Up has a robust digital plan to leverage the campaign. This includes digital and social media platforms for targeted genres like social, video on demand (VOD), search, travel, games, reach portals and mobile.
The creative fraternity feels that the ad will score high because of the presence of Salman Khan and his dry wit. However, the new plot is not much differentiated from the earlier ones.
“The central idea of - let's do something big - is retained. However, the earlier idea of people going to any lengths for a Thums Up also makes a comeback. The resolution of the conflict is unexpected which is good. Salman further spices up the spot with his dry wit. The tune is catchy. There are a lot of words so don't know if all of them will get picked up. But the main words do get registered,” said Raghu Bhat, Founder Director, Scarecrow Communications.
On establishing connect with the audience Bhat said, “Owing to his overpowering persona, Salman has a way of hijacking the brand name and brand essence. But this ad has a proper plot going for it that brings out the brand values and also leverages Salman’s equity.”
According to Vipul Thakkar, Executive Creative Director, DDB Mudra – South, “This one is purely for the diehard Salman fans. The idea though completely farfetched will find a connect with the consumer who enjoy Salman’s boisterous, over the top heroics. The jingle has a very strong recall and I believe has found a lot of affinity with the masses. The ample dose of Bollywood, which was missing from the early lot of Mahesh Babu TVCs, is surely going to connect with the ‘aam janta’. Whether it will appeal to the discerning youth, is anyone’s guess.”