Continuing with the same ‘toofani’ image, home-grown cola brand, Thums Up Charged has released a new summer campaign featuring Ranveer Singh, Mahesh Babu and Diva Dhawan that takes its #TakeCharge series to the next level.
Shrenik Dasani, vice president – sparkling category,
#TakeCharge is a 360-degree campaign that will be active on television, print, outdoor and digital media with multiple consumer touch points across India. It is a summer campaign led by Thums Up Charged, a variant of Thums Up which was launched to celebrate its 40 years.
The brand will follow a segmented approach in reaching the right consumers, in the right markets, with the right brands across right platforms. Furthermore, the brand plans to transcend Indian boundaries and launch Thums Up in other South West Asian markets. It has already been launched in Bangladesh.
For the first time, joining brand ambassadors Ranveer Singh (Hindi film) and Mahesh Babu (Telugu film) in action is model Diva Dhawan. For the TVC, the duo teamed up as investigative journalists to take charge by unleashing their potential and pushing the boundaries. Directed by renowned filmmaker Abhinay Deo, the film has been shot in a desert on the border of Namibia and South Africa. “The larger idea was to bring alive the uncompromising attitude and unshakeable self-belief that heroism is an opportunity in any given situation, no matter how challenging it is,” Dasani said.
This article was originally published in Brand Equity