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Thums Up revs up the adrenalin rush in its quest for some ‘Thunder’ appeal

25-February-2008
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Thums Up revs up the adrenalin rush in its quest for some ‘Thunder’ appeal

The new Thums Up campaign takes forward the ‘Thunder’ message. Created by Leo Burnett, the TVC features brand ambassador Akshay Kumar on a demon ride through Kuala Lumpur’s streets in an ‘Anything for my thunder’ mode. The campaign is aimed at giving an adrenalin rush and appeal mostly to a male TG.

The TVC has been conceptualised by Sainath Saraban, Executive Creative Director, Leo Burnett, and directed by Malaysian director Farouk Aljoffrey.

Kashmira Chadha, Director-Marketing, Coca-Cola India, said, “The latest Thums Up campaign 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 between him and his Thums Up. To drive this message, an integrated communication plan, involving both ATL and BTL initiatives are being rolled out.”

The TVC revolves around an adrenalin-charged car chase by Akshay Kumar to get his bottle of Thums Up, which is lodged in a truck. The TVC has some breathtaking moments and stunts as the chase takes Kumar through the streets of Kuala Lumpur.

Commenting on the TVC, Leo Burnett’s 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 car stunts are amazing in this film, but the most interesting part of this commercial is its ending. It’s unlike any other Thums Up film you would have ever seen.”

“The 2008 integrated campaign brings out the ‘Anything for my Thunder’ attitude of the Indian male. A 360-degree communication is breaking in the first week of March. The print campaign in all main dailies and outdoor campaign will break in the second week of March. The campaign will also include on-ground events,” Saraban added.

And what does Kumar have to say about the new TVC? Said the popular actor, “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. What excites me even more is the thunderous taste experience offered by Thums Up. It is an experience, which I am sure, would find a special appeal amongst all my fans.”

Of course, one would hope there won’t be any emulation of those car stunts on Delhi’s roads.

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