Coca-Cola has launched the new integrated marketing communication plan for its cola drink Thums Up, which includes a new TVC featuring brand ambassador Akshay Kumar. The communication takes the ‘I will do anything for my thunder’ attitude to the next level by showcasing Akshay in the aftermath of a daredevil feat with Thums Up. The TVC attempts to answer “Why a Thums Up lover would go to any extent to get his bottle of Thums Up?” The TVC broke across channels on August 28.
The TVC has been conceptualisd by Sainath Saraban, Executive Creative Director, Leo Burnett, and directed by Malaysian director Farouk Aljoffery. In-addition to leveraging mass media, integrated communication plan will be complimented by a range of on-ground initiatives such as road shows and contests across all key markets.
Kashmira Chadha, 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 biggest soft drink brand. The latest communication further builds on the core values of the brand and takes the whole idea of ‘I will do anything for my thunder’ to the next level. The new communication features the aftermath, once Akshay Kumar has got his bottle favourite of Thums Up.”
The latest TVC sees Akshay in a rather jubilant mood, driving around the city in a totally battered car with no roof and the engine smoking. People around him look in utter dismay after seeing his car, imagining what must have happened. Akshay responds in a triumphant mode to one of the fellow drivers at the traffic signal, saying ‘Mil gaya Boss’, and shows off his bottle of Thums Up. The ad ends with the actor reaching his home all battered up, stamping a flame off his shoulder nonchalantly that obviously got there when he was chasing his bottle of Thunder. A smile flashes on his face when the door is opened and he says raising his Thums Up bottle ‘Mil Gaya’. His friend is shocked and asks him why he has to drink only Thums Up, to which Akshay makes her taste the drink, resulting in the couple having a mild tussle over the bottle. However, the girl gives up and hands him back his bottle of Thums Up.
Commenting on the film, Sainath Saraban said, “A Thums Up drinker’s thirst for his Thums Up is very different from any other thirst, which is why the challenge is to try something new every time. The idea struck us as being a departure from the regular chasing the bottle of Thums Up, but without having to compromise on the core attitude of the brand ‘I will do anything for my Thunder’. And in this film, we feel we have something that truly lives up to the stature of Thums Up. The latest communication shows Akshay experiencing the joy of getting his favourite bottle of Thums Up after a grueling and daredevil feat which is left for the viewers to imagine.”