Keeping in mind the forthcoming festive season, Thums Up is launching a new look ‘Taste the Thunder’ communication initiative. The launch of the new integrated marketing communication plan includes a TVC featuring popular Telugu actor Mahesh Babu. The latest communication initiative brings out the ‘Anything for Thunder’ attitude of the Indian male. The two-series TVC has been conceptualised by Sainath Saraban, Executive Creative Director, Leo Burnett and shot by Malaysian director Farouk Aljoffrey.
According to Kashmira Chadha, Director Marketing, Coca-Cola India, “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. To drive this message, an integrated communication plan, involving both above and below the line initiatives are being rolled out.”
In addition to leveraging mass media, an integrated communication plan is being complimented by a range of on the ground initiatives, including road shows and contests across all key markets.
The TVC revolves around thrilling feats being performed by Mahesh Babu to get hold of his favourite soft drink – Thums Up. In the first film, a Thums Up bottle is about to fall into an abyss over a cliff, when Mahesh Babu, in mountaineering gear, jumps over the cliff to grab his bottle of Thums Up.
In the second film, a Thums Up bottle falls from a rollercoaster and Mahesh Babu catches his bottle of Thums Up while sitting in a rollercoaster. Both these adventurous feats bring out the ‘Anything for Thunder’ attitude.
Commenting on the films, Sainath Saraban said, “A Thums Up drinker’s thirst for his favourite drink 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 have ever seen.”
Mahesh Babu 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, and these are qualities which I closely identify with. What excites me even more is the thunderous taste experience offered by Thums Up.”