If you’re reading this, chances are that you’ve probably grown up watching Akshay Kumar or Salman Khan running, leaping, surfing, or even jumping from a plane in the pursuit for Thums Up. Cut to Ranveer Singh showing similar daredevilry, only this time to save a little girl from a plunging school bus. Over the years, there has been a shift with the communication line changing from ‘Taste the Thunder’ to ‘Aaj Kuch Toofani Kartey Hain’ to the latest ‘Main Hoon Toofani.’
“If I go out, I ask for Thums Up and if they don’t have it, I won't take any other Cola,” declares Ranveer Singh. Getting nostalgic, he adds, “’Taste the Thunder’’ was the first tagline I would say as a child; it sounded so cool!” For several decades now, Thums Up’s strong taste that packs a punch has defined an aspect of its drinker’s personality as well. These people have tasted the thunder and will have it no other way. And Thums Up’s communication has evolved with the times to resonate with its audience over the years.
Ranveer Singh may be the biggest icon for the youth today but he echoes the sentiment of those who’ve grown up in the 90s perfectly when he says, “The attitude of Thums Up resonates with me more than any other. Everything it stands for is organically part of this thing that’s referred to as my persona. Every time there was a gear shift in the messaging, it has always resonated with me more and more.” It also explains why Thums Up continues to enjoy a strong preference and a steady second spot in the highest selling FMCG spot in the country.