~ Ranveer singh plays protagonist in the new thums up campaign ~

New Delhi, December 26, 2016:Thums Up has always recognized the “Toofani” – heroic spirit – in every individual. The new Thums Up communication campaign that was released today, takes this theme forward. The new thematic campaign starring Ranveer Singh, draws on the core idea of ‘Main Hum Bhi Hoon, Aur Khaas Bhi’ – a set of values that is true for all Thums Up loyalists. The “Toofani” Thums Up drinker shines in the face of danger. Along with introducing a bold new face to the brand, the campaign ladders up from its traditional chase, for a bottle of Thums Up.

The new campaign is the second rendition of the creative expression – ‘Main Hoon Toofani’ which was launched early this year. Based on the idea of celebrating the ‘Khas’ in ‘Hum’, the campaign seeks to inspire its consumers to unleash their toofani or heroic spirit.

Launching the new Thums Up campaign, Mr. Debabrata Mukherjee, Vice President, Marketing, Coca-Cola India and South West Asia said, ‘Thums Up advertising is set apart by its energetic, fast-paced and stylishly rendered action. Ranveer Singh, with his palpable energy and inimitable style, will help amplify the aspirational quotient of the brand. Ranveer embodies the Thums Up philosophy in his personal life – an uncompromising attitude towards achieving one’s goals. We are confident that this partnership will work towards fulfilling the brand’s objectives.”

The campaign has been conceptualized by team Leo Burnett, led by Sachin Das Burma (National Creative Director) and has been launched through a high-octane action film directed by acclaimed Hollywood Director Simon West. Simon is known for his work in blockbusters like Con Air and Expendables 2.

Commenting on the campaign Sachin Das Burma, said, ‘It is a fact that nobody is born a Toofani, it is what you do in the face of adversity that makes you one! Real Toofani exists in everyone, it’s just that we need to recognize it and work towards achieving our goals. Following the brand’s philosophy of believing in oneself and inspiring people to unleash their true potential, the campaign focuses on the hero spirit that resides in every Thums Up drinker. It was a great learning experience working with someone of Simon’s caliber, as all the action sequences in the film are live and look nothing short of an action-packed rollercoaster ride.”

Talking about associating with Thums Up, Ranveer Singh said, “Thums Up has been an integral part of my life, my favourite cola. My entire family could entice me with a Thums Up and make me do anything for it. I am glad to have chosen Thums Up as its endorser, since the brand’s attitude resonates with me more than any other. Thums Up personifies me – daring, confident in my skin and a risk taker.”

Creative Team on the new Thums Up campaign

  • Shahid Hussain – Associate Creative Director
  • Avinash Chauhan – Associate Creative Director
  • Jaikrit Singh – AVP
  • Dhruv Maithani – Brand Associate
  • Ritika Jaiswal – Brand Associate

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 22 years, ever since its re-entry in 1993, the company has been refreshing consumers with its beverage products – Coca-Cola, Coca-Cola Zero, Diet Coke, Thums Up, Fanta, Limca, Sprite, Sprite Zero, Maaza, VIO flavoured milk ‘Almond Delight’ and ‘Kesar Delight’, Minute Maid range of juices, FUZE Iced tea, Georgia and Georgia gold range of hot and cold tea and coffee options, Schweppes, Kinley and Bonaqua packaged drinking water and Kinley Club Soda. The Company along with its bottling partners, through a strong network of over 2.6 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 India system already provides direct employment to 25,000 people and indirect employment to more than 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 ‘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.

For more information, please contact:
Vibhuti Tandon, Amrita Roy
M: 9718545253, 8447963118
E-mail: Vibhuti.tandon@mslgroup.com, Amrita.roy@mslgroup.com