New Delhi, 29 December, 2015: Thums Up, India’s most iconic soft drink brand, today unveiled its new campaign, ‘Main Hoon Toofani’ that builds on the power of ‘I’, an uncompromising attitude towards achieving individual’s goals in life, and encourages its consumers to challenge themselves and unleash their true potential.

The ‘Main Hoon Toofani’ campaign seeks out the new generation that has the attitude, commitment and potential to bring out any positive change. The new campaign is not restricted to the idea of bringing in a positive social change, but urges consumers to always be bold and daring and have the passion to bring out the real hero in them and succeed in life.

Continuing with this theme of masculinity approach, the new campaign shows Salman Khan taking on a new challenge to get his bottle of Thums Up. It reiterates the uncompromising attitude of the protagonist (Salman) when he sees empty bottles of Thums Up inside the fridge and doesn’t want to settle down for any other drink and he states ‘Jo Toofani Hotey Hain, Who Kuch Aur Ka Matlab Nahin Samajhtey’. Keeping everything aside he kicked-off a dirt bike to life and starts riding it on water, which leaves everyone amazed. His search for Thums Up ends when he sees a Thums Up truck and flies over it to grab his bottle mid-air.

Through the new campaign, the company strengthens the philosophy of believing in oneself and the power of ‘I’.

To view Salman Khan and Ajay Bathija, Director- Colas further elaborating what ‘Main Hoon Toofani’ campaign is all about, please watch this video

The TVC has been created by team Leo Burnett, led by Sachin Das Burma. Commenting on the campaign Sachin, said, ‘Thums Up has always been the drink of people who have a sense of restlessness and thunder within. Restlessness to get what they want, to go beyond, to achieve what they set their hearts and minds to. This year too, the campaign reflects the attitude of the brand, and the people who have made it the numero uno cola in our country. The thunder within the bottle reflects the thunder within an individual, waiting to be unleashed. The narrative this year is to showcase ‘I will not settle for anything less’ and the no-compromise belief of the Thums Up drinker. This is where the ‘Main Hoon Toofani’ philosophy comes alive. With never seen visuals we have a grand spectacle, which I am sure people are going to love’.

The new 360 degree campaign leverages mass media on larger than life OOH sites in the core markets of Thums Up. The campaign also leverages key social media platforms of Youtube, Facebook and Twitter.

Creative Team

  • Sainath Saraba: Leo Burnett
  • Sachin Das Burma: Leo Burnett
  • Eric Crossland: Cutting Edge Pictures
  • Billoo Sandhu: Cutting Edge Pictures

Production House

  • Music Composer: Samiruddin

Thums Up as a brand has always been about being ahead of the curve advertising by introducing never seen before adventure sports like Bungee Jumping in 1996 and Parkour in 2007. The new campaign will now let Thums Up consumers to experience an adventure sport where the protagonist will perform dirt bike surfing stunts on water. Thums Up holds a strong legacy of almost four decades and has become consumers’ first choice.

About Coca-Cola India

Coca-Cola India is one of the country’s leading beverage companies, offering a range of healthy, safe, high quality, refreshing beverage options to consumers. Over the last 22 years, ever since its re-entry in 1993, the company has gone on to establish an unmatched portfolio of beverages; refreshing consumers with its leading beverage brands like Coca-Cola, Diet Coke, Coca-Cola Zero, Thums Up, Fanta, Limca, Sprite, Maaza, Minute Maid range of juices range of hot and cold tea and coffee options, FUZE Iced tea, Kinley and Bonaqua packaged drinking water, Kinley Club Soda and BURN. The Company along with its bottling partners and through a strong network of over 2.6 million retail outlets, touches the lives of millions of consumers. Its brands are some of the most preferred and most sold beverages in the country – Thums Up and Sprite – being the top selling sparkling beverages.

With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and contribute to the development of the communities where we operate. Some its Company’s flagship community development programs include the “Support My School” program, the “Parivartan” retailer training program, women empowerment program as a part of the global 5BY20 campaign etc.

For further information on the company’s India operations and its products, please visit:

www.coca-colaindia.com.