“Toofan to sab ke ander hai, bas dhakkan hi to hatana hai”

Campaign to be previewed to over 20 Million fans on Thums Up & Salman Khan’s Facebook page and twitter account before the campaign goes on air on mass media

  • Thums Up kick starts the year with new campaign featuring Superstar Salman Khan
  • Campaign builds on the brand’s core philosophy by urging the youth to push boundaries, pave their own path and to unleash their inner potential
  • Conceptualized by Leo Burnett and directed by Julien Troussellier of Cutting Edge Pictures is all set to roll out on 14th March, 2014.
  • Action star and southern superstar Mahesh Babu to features in the south version of the thrilling campaign.

New Delhi, 14th March, 2014: India’s most iconic soft drink brand, Thums Up is back with a thunderous campaign to kick start the year, featuring Bollywood’s own toofani superstar Salman Khan. With characteristic oomph and chutzpah, the new campaign reminds consumers to push boundaries, pave their own path and unleash the potential within, with the tagline “Toofan to sab ke ander hai, bas dhakkan hi to hatana hai”. This clarion call is a further build on the drink’s iconic and much celebrated brand philosophy of ‘Live Like Thunder’.

Speaking about his experience, Superstar and Thums Up Brand Ambassador Salman Khan said, “I am excited to be part of the next leg of the toofani Thums Up campaign. This time, the toofan is even more electrifying! I completely identify with Thums Up’s new campaign thought – asking people to unleash the potential within them – bas dhakkan hi toh hatana hai. Thums Up stands for this inherent potential which is within each of us. It’s about self-transformation, finding your true calling and unleashing ones Inner Potential!”

As a part of the launch of the campaign, Thums Up will be previewing the TVC to Salman’s fan base of more 20 Million (14 MM Facebook fans + 6 MM twitter followers) people, on 13th March 2014 before the TVC hits mass media on 14th March 2014. Thums Up has a robust digital plan to leverage the campaign. This includes digital and social media platforms for targeted genres: Social, Video on Demand (VOD), Search, Travel, Games, Reach portals and Mobile.

Speaking about the campaign, Debabrata Mukherjee, VP – Marketing, Coca-Cola India said,”Ek Toofan Khatam to Doosra Shuru”. In continuation of our Toofani philosophy, Thums Up is back with its thunderous campaign: ‘Toofan to sab ke ander hai, bas dhakkan hi to hatana hai’. The campaign builds the Thums Up philosophy of inspiring today’s youth to recognize their inner potential and unlock the Thunder within. We are constantly trying to push boundaries to bring this message to our consumers and this year, we are setting the bar higher. The compelling visual narration portrays Salman unleashing the Thunder within, for his bottle of Thums Up”.

Conceptualized by Leo Burnett, the TVC has been created by KV Sridhar, Chief Creative Officer India Sub-continent, Leo Burnett and Sainath Saraban, Executive Creative Director Leo Burnett. The TVC has been directed by Julien Troussellier under the Cutting Edge Pictures production banner.

The campaign will be amplified through a 360 degree integrated communication plan. Commenting on the film, KV Sridhar, Chief Creative Officer India Sub-continent, Leo Burnett said, “The new campaign embodies the values of being adventurous and the ability to go beyond one’s limit. The idea behind this whole approach was to convey that a true Thums Up drinker will go to all possible heights to experience the energetic and energizing taste of Thums Up. In the TVC Salman Khan shows the extent to which he can go for his Thums Up by achieving the impossible.

In line with the theme of the 2014 campaign, Thums Up will soon be rolling out its extremely popular rural marketing initiative, Thums Up Toofani Jalsa in the states of Odisha, Bihar, UP, West Bengal, Maharashtra, Haryana and Rajhmundhary. This initiative, running nationally in its fifth year now, is a unique consumer engagement initiative, allowing Thums Up to connect and engage with its loyalists, giving them the opportunity to participate in and experience an evening of great entertainment and action. Thums Up Jalsa is one of the company’s largest consumer connect initiative for Rural India and the response and encouragement that it has got from consumers over the years has guided us in making this event larger, better and more entertaining with every passing year.

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 20 years, ever since its re-entry in 1993, the company has been refreshing consumers with its beverage products – Coca-Cola, Diet Coke, Thums Up, Fanta, Limca, Sprite, Maaza, Minute Maid range of juices, Georgia and Georgia gold range of hot and cold tea and coffee options, Kinley and Bonaqua packaged drinking water, Kinley Club Soda and BURN. The Company along with its bottling partners, through a strong network of over 2.2 million retail outlets, touches the lives of millions of consumers, at a rate of more than 500 servings per second. Its brands are some of the most preferred and most sold beverages in the country – Thums Up and Sprite – being the top two selling sparkling beverages.

The Coca-Cola system in India has registered 30 consecutive quarters of growth, 19 of them being double digit. It believes in the long term growth potential of the country and this system is committed to invest US$ 5 billion in its operations between 2012 and 2020. The system already provides direct employment to 25,000 people and indirect employment to 150,000 people.

The Coca-Cola system in India is contributing in its own small way to building sustainable communities and reducing its own environmental footprint. Some of our community development programs include the “Support My School” program – a movement for healthy, active, happy schools, the ‘Parivartan’ and ‘Pragati’ retailer training program, Career Development centers to train youth and make them employable, women empowerment program as a part of the global 5BY20 campaign, Unnati – a sustainable mango farming project etc.

For further information on the company’s India operations and its products, please visit: www.coca-colaindia.com.