The latest communication for Thums Up takes the takes the whole idea of ‘I Will Do Anything for My Thunder’ attitude of an Indian male to the next level of ‘Taste the Thunder’ by adding an element of fun and playfulness.
Shot on a mega scale in Kuala Lumpur, by Malaysian director Farouk Aljoffery, actor Akshay Kumar is seen indulging in the extreme sport of ‘Parkour’, all for his bottle of Thums Up. (Parkour, meaning ‘Art of Moving’, is an extreme sport popularised by the French).
The latest communication, conceptualised by Sainath Saraban, Executive Creative Director, Leo Burnett, and produced by Cutting Edge Pictures, is all set to roll out in the middle of February 2010.
In addition to leveraging mass media, the integrated communication plan will be complimented by a range of on the ground initiatives such as road shows and contests across all key markets.
Anand Singh, Director - Marketing, Coca-Cola India, said, “Thums Up has always been associated with action, attitude and adventure - a positioning that has made Thums Up India's largest soft drink brand. The latest communication further builds upon the core values of the brand and takes the whole idea of ‘I Will Do Anything for My Thunder’ to the next level of “Taste the Thunder”, while adding an element of playfulness and depicting an action-filled chase between Akshay and all that comes in between him and his Thums Up.”
Commenting on the film, Sainath Saraban, Executive Creative Director, Leo Burnett, said, “It’s an action-packed cat and mouse chase. The girl wants the guy to chase her and what better way than to grab his bottle of Thums Up for a guaranteed effect. This time around, we have upped the chemistry between the guy and girl, something we’ve never done in a Thums Up film. The girl gets her guy. The guy gets his bottle of Thums Up and the girl. Everyone’s happy.”
It may be noted that Akshay Kumar has been the Thums Up brand ambassador since 2003.