Thums Up is back with a new campaign to kick start the year, featuring brand ambassador Salman Khan. The new campaign reminds consumers to push boundaries, pave their own path and unleash the potential within, with the tagline “Toofan to sab ke ander hai, bas dhakkan hi to hatana hai”. This clarion call is a further build on the drink’s iconic brand philosophy of ‘Live Like Thunder’.
Southern actor Mahesh Babu features in the South version of the campaign.
As part of the launch of the campaign, Thums Up previewed the TVC to Salman’s fan base of more 20 million (14 million Facebook fans + 6 million Twitter followers) people on March 13, 2014, before the TVC hit mass media on March 14. Thums Up has a robust digital plan to leverage the campaign. This includes digital and social media platforms for targeted genres: Social, Video on Demand (VOD), Search, Travel, Games, Reach portals and Mobile.
Conceptualised by Leo Burnett, the TVC has been created by KV Sridhar, Chief Creative Officer, India Sub-continent, Leo Burnett and Sainath Saraban, Executive Creative Director, Leo Burnett. The TVC has been directed by Julien Troussellier under the Cutting Edge Pictures production banner.
Watch the ad here...
Elaborating on the campaign, Debabrata Mukherjee, VP – Marketing, Coca-Cola India said, “‘Ek Toofan Khatam to Doosra Shuru’. In continuation of our Toofani philosophy, Thums Up is back with its campaign. The campaign builds the Thums Up philosophy of inspiring today’s youth to recognise their inner potential and unlock the thunder within. We are constantly trying to push boundaries to bring this message to our consumers and this year, we are setting the bar higher. The compelling visual narration portrays Salman unleashing the thunder within for his bottle of Thums Up.”
The campaign will be amplified through a 360-degree integrated communication plan. Commenting on the film, KV Sridhar said, “The new campaign embodies the values of being adventurous and the ability to go beyond one’s limit. The idea behind this whole approach was to convey that a true Thums Up drinker will go to all possible heights to experience the energetic and energising taste of Thums Up. In the TVC, Salman Khan shows the extent to which he can go for his Thums Up by achieving the impossible.”
Speaking about his experience, Salman Khan said, “I am excited to be part of the next leg of the toofani Thums Up campaign. This time, the toofan is even more electrifying. I completely identify with Thums Up’s new campaign thought – asking people to unleash the potential within them – bas dhakkan hi toh hatana hai. Thums Up stands for this inherent potential which is within each of us. It’s about self-transformation, finding your true calling and unleashing ones inner potential.”
In line with the theme of the 2014 campaign, Thums Up will soon be rolling out its rural marketing initiative, Thums Up Toofani Jalsa, in Odisha, Bihar, Uttar Pradesh, West Bengal, Maharashtra, Haryana and Rajhmundhary. This initiative, running nationally in its fifth year now, is a unique consumer engagement initiative, allowing Thums Up to connect and engage with its loyalists, giving them the opportunity to participate in and experience an evening of entertainment and action. Thums Up Jalsa is one of Coca-Cola’s largest consumer connect initiative for rural India.