~Rolls out communication campaign featuring Superstar Vishal~
Chennai, April 13, 2015: Superstar Vishal, himself an icon, joined the fan club of Thums Up supporters as
The Superstar travelled all the way to the Hindustan
Visibly elated and informed of the robust quality and environmental practices at the Plant and impressed with the state-of-the-art equipment at the facility, he also met the Hindustan
Vishal was accompanied on the Plant tour by Debabrata Mukherjee, VP–Marketing & Commercial,
Thums Up is among the top two selling soft drinks in the country along with Sprite (also a product of The
Speaking about Thums Up, Mr. T. Krishnakumar, CEO, Hindustan
According to independent estimates, the Non-Alcoholic Ready To Drink (NARTD) beverage market in the southern states of Tamil Nadu, Karnataka, Kerala and Andhra Pradesh – is estimated at Rs. 7,000/- crore with Sparkling beverages being more than 60% of this market.
According to Debabrata Mukherjee, “We are extremely pleased to have Vishal as the face of Thums Up in Tamil Nadu. His appeal cuts across age groups and socio economic strata, just like Thums Up and his personality reflects the brand’s core values of masculinity, adventure and thrill. We are excited by the prospects that lie ahead for the brand and our partnership with Vishal”. He further added, “Through the latest campaign, Thums Up is aiming to make a cultural shift of acceptance that the hero is not divine anymore, but that it is there in all of us, it’s just a matter of finding it within oneself, hence the clarion call “AAJ KUCH TOOFANI KARTEY HAIN”.
The brand will kick start this association with the Tamil superstar through a spectacular new campaign featuring Vishal. Going on air in a few days, the campaign is an extension of the brand philosophy ‘Aaj Kuch Toofani Kartey Hain’, which urges its consumers to push the boundaries, to pave their own path and to believe that heroism is a choice that one makes in life.
The high adrenaline campaign shows Vishal adding his unique style quotient as he takes a ‘toofani’ route to get his Thums Up, turning a mundane situation of a store running out of his favourite Thums Up, into an exciting tale of adrenaline pumping action. Vishal as the leader of his group inspires the youth by urging them to challenge the status quo and take the leap of faith to undertake a series of ‘toofani’ acts to get his Thums Up.
Superstar Vishal said, “I look forward to this partnership with Thums Up, a soft drink that I have grown up with. Thums Up to me has always been synonymous with the spirit of resilience, passion and inspiration. These are attributes that resonate with me, and I completely believe in the campaign’s core philosophy that the ‘Toofan’ is indeed within all of us”.
The new campaign for Thums Up in Tamil Nadu has been conceptualized by Leo Burnett, the TVC has been created by Sainath Saraban, National Creative Director Leo Burnett. The TVC has been directed by Kapil Sharma under the RU Films production banner and the thumping music has been composed by Ram Sampath (of Omgrown Music).
The campaign will be amplified through a 360 degree integrated communication plan. Commenting on the film, Sainath Saraban, National Creative Director, Leo Burnett said, “Thums Up campaigns are about adventure, dare-devil attitude and the ability to push beyond one’s limits. The new campaign embodies these values, and having someone like Vishal whose sheer screen presence is so dynamic and Toofani, really added to the experience. We had a great time shooting with Vishal. The end result is something we are all proud of and we hope the viewers’ enjoy the campaign as much as we did”.
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