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, Coca-Cola India and South West Asia told ETBE that broader objective of the campaign is to support Thums Up become the first-ever $1 billion home-grown brand in the Coca-Cola system. “The new campaign is another milestone towards speeding the brand’s journey towards this milestone. It is aimed at helping us to deepen the consumer connect, widen the brand’s footprint and accelerate growth,” Dasani said. 

#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. 

Conceptualised by Lowe Lintas that recently came on board as the brand’s creative agency, the campaign includes TV Commercials aired during the IPL and on brand’s social media pages across YouTube, Facebook and Instagram. “Our connections plan help integrate multiple platforms like TV, Digital and OTT to provide a seamless experience to our consumers,” Dasani added.

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