Thums Up is continuing with brand ambassador Akshay Kumar in ‘Fear Factor’ mode, performing breathtaking feats in the latest TVC aimed at tapping the festival fervour. The TVC, sporting the ‘Taste the Thunder’ peg, is breaking on all news and entertainment channels on October 4.
The TVC has been conceptualised by Leo Burnett’s Executive Creative Director Sainath Saraban and shot by Malaysian director Farouk Aljoffrey. A similar initiative for Thums Up has been launched in the South market with South superstar Mahesh Babu. The latest communication initiative brings out the ‘Anything for Thunder’ attitude of the Indian male. In addition to leveraging mass media, the integrated communication plan is complimented by a range of on-ground initiatives, including road shows and contests across all key markets.
Kashmira Chadha, Director - Marketing, Coca-Cola India, said, “The latest Thums Up initiative being launched during the festive season aims at portraying the ‘Anything for My Thunder’ attitude of the Indian male. He is a person, who will do anything to get his favourite soft drink. Nothing can come in between him and his Thums Up. To drive this message, an integrated communication plan, involving both above and below the line initiatives are being rolled out.”
Commenting on the TVC, Sainath Saraban said, “A Thums Up drinker’s thirst for his favourite beverage is very different from any other thirst, which is why the challenge this time was to do something bigger and better than last year. And in this film we feel we have something that truly lives up to the stature of Thums Up. The stunts are amazing in the two-part series. It is unlike any other Thums Up film you would have ever seen.”
The TVC has been shot in two series and revolves around thrilling feats being performed by Akshay Kumar to get hold of his favourite soft drink. In the first film, a Thums Up bottle is about to fall into an abyss over a cliff, when Kumar in a mountaineering gear jumps over the cliff to grab the bottle. In the second film, a Thums Up bottle falls from a rollercoaster and the action star grabs it while sitting in a rollercoaster.
On his association with Thums Up, Kumar said, “It feels great to be associated with a brand like Thums Up. It is a brand which is all about energy and a go-getting spirit. These are qualities that I closely identify with.”