Thums Up Unleashes its Toofani New Campaign
Celebrate the Rejuvenated Spirit of the Season with Salman Khan and Thums Up’s New Clarion Call
“Vellu toofan arambhinchu, kevalam moothe theeyaalsi untundi”
- Thums Up kick starts the year with new campaign featuring Superstar Mahesh Babu
- 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.
Hyderabad, 14th March, 2014: India’s most iconic soft drink brand, Thums Up is back with a thunderous campaign to kick start the year, featuring Super star and action hero, Mahesh Babu. 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 “Vellu toofan arambhinchu, kevalam moothe theeyaalsi untundi”. 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 Mahesh Babu 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!”
Speaking about the campaign, Debabrata Mukherjee, VP – Marketing,
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.
TIn line with the theme of the 2014 campaign, Thums Up has rolled out its extremely popular rural marketing initiative, Thums Up Toofani Jalsa in 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.
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 –
For further information on the company’s India operations and its products, please visit:www.coca-colaindia.com.