Thums Up has come up with a new mega budget ‘Taste the Thunder’ campaign. The TVC features Akshay Kumar donning a dynamic, cool look with long hair and a confident attitude. The commercial’s teaser ad will be aired on April 8 2006, while the full ad will be aired on all channels from April 9 onwards.
While the 2005 integrated brand act for Thums Up, aptly titled ‘Hai Dum’, encouraged men to explore their limits, this new 2006 campaign sets the bar higher and is about a hunger for the impossible. The TVC, shot in Cape Town, South Africa, is a dramatic encapsulation of the brand’s inspiration ‘Taste The Thunder’. Shot by an international crew (led by Ram Madhwani of Equinox Films), the commercial has used some of the latest and most modern technological support ever in the history of Indian advertising.
The compelling visual drama portrays Akshay daring to do the impossible in his effort to quench his thirst in the manner he likes best – i.e. with Thums Up. The ad effectively communicates the mystical eternal promise of the brand (Thunder in a bottle).
Elaborating on the campaign, Vikas Gupta, VP Marketing Coca-Cola India, said “The ‘Thums Up Taste The Thunder’ aims at portraying the achievement of every person’s hidden yearning – to dare and subsequently win over the impossible, to set unbelievable targets and to have the power to accomplish one’s dreams. And that is the yearning, which we see being driven with this ad.” “Akshay’s new look will add immensely to the visual extravaganza. The intent is to capture the whole experience of tasting thunder in a bottle of Thums Up,” Gupta added.
The campaign has been conceptualised by Sainath Saraban, Creative Director, Leo Burnett and is directed by Equinox Films’ Madhwani. The background music has been composed by Vishal-Shekhar.
Said Saraban, “When we set out to create the new communication for Thums Up, the one thing that inspired us was, ‘Taste the Thunder’ – a line of iconic proportions that says everything about the brand. Thums Up as a brand celebrates the spirit that thrives on the hunger for the impossible. It is about being the leader of the pack and wearing the mantle lightly and having fun while at it. Additionally, this piece of communication for the first time captures the true essence of ‘Taste the Thunder’ in a manner that is so uniquely Thums Up.”
The TVC begins with Akshay discovering that his bottle of Thums Up is empty. What follows is a captivating never-seen-before chase; the commercial portrays the indomitable masculine spirit, which drives him to go to any lengths to get a bottle of Thums Up. The ad’s visuals include Akshay’s stunts on the dune buggy and his chase to the top of a lighthouse. The advertisement is about a cool and confident looking Akshay mastering the impossible with Thums Up.