Unleash the ‘TOOFAN’ within and join Salman Khan & Thums Up in a movement to bring alive the hero inside you

Campaign to first preview on Salman Khan’s Facebook page and twitter account before the campaign goes on air on mass media

Thums Up kick starts the year with Salman Khan urging consumers to unleash the toofan in them, extending the ‘Aaj Kuch Toofani Kartey Hain’ call to action
The new 360 degree campaign leverages mass media, social media, OOH, radio and on ground initiatives to integrate the ‘Aaj Kuch Toofani Kartey Hain’ message

Shot on a mega scale, the larger than life campaign features the ultimate icon of masculinity, Superstar Salman Khan (National)
The communications campaign, conceptualized by Leo Burnett and produced by RU Films, is all set to roll out on 24th February, 2013.
23rd February, 2013: Thums Up, India’s largest and most iconic soft drink brand, makes a ‘Toofani’ start to the year with a spectacular new campaign featuring popular superstar Salman Khan. An extension of the ‘Aaj Kuch Toofani Kartey Hain’ call to action, the Thums Up campaign once again urges its consumers to push the boundaries, to pave their own path and to unleash their potential.
The high adrenalin campaign shows Salman Khan 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 adventure and thrill. Salman Khan inspires gut and gumption by taking complete control of the situation to get what he needs, undertaking a series of ‘toofani’ acts to get his Thums Up. Action star and southern superstar Mahesh Babu features in the south version of the thrilling campaign.
Speaking about his experience, Superstar and Thums Up Brand Ambassador Salman Khan said, “Thums Up to me has always stood for a spirit of adventure, resilience, energy and courage. I completely believe in the campaign’s core philosophy that the ‘Toofan’ is indeed within all of us.”
Through it all, the inherent message is that the ‘Toofan’ is within everyone, and it is but a matter unleashing it to do something ‘toofani’.
As a part of the launch of the campaign, Thums Up will be previewing the TVC to Salman’s fan base of more 10 Million 7.7 MM Facebook fans + 3.45 MM twitter followers) people, today, 23rd February, 2013 before the TVC hits mass media tomorrow, 24th February, 2013. This is the first time in the history of the brand since its launch in 1977, that it will preview its main thrust summer campaign on digital media before the campaign hits mass media. 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, Anupama Ahluwalia, VP – Marketing, Coca-Cola India said, “Thums Up has continued to be culturally relevant in India through the evolving expressions of masculinity. We believe masculinity today is the drive to find ones calling, to take the leap of faith and Thums Up is the iconic symbol that embodies the strength required to unleash the potential within. 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, hence the Clarion Call “AAJ KUCH TOOFANI KARTEY HAIN”.
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 Ravi Udyawar under the RU Films production banner. The thumping music has been composed by Ram Sampath (of Omgrown Music) to bring to life Amitabh Bhattacharya’s toofani lyrics.

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, “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 Salman whose sheer screen presence is so dynamicreally added to the experience. To find a script befitting Salman and Thums up and translating that on screen was both challenging and exciting. The end result is something we are all proud of and we hope the viewers enjoy watching the campaign as much as we did making it.”

About Coca-Cola India

Coca-Cola in India refreshes millions of consumers throughout the country with an exciting range of beverages including Coca-Cola, Diet Coke, Thums Up, Fanta, Limca, Sprite, Maaza, Minute Maid Pulpy Orange, Minute Maid Nimbu Fresh, Minute Maid Mixed Fruit, Minute Maid 100 % juice (Minute Maid Apple, Minute Maid Orange, Minute Maid Grape), Georgia, Georgia Gold, Kinley, Kinley Club Soda, Burn and Nestea through a network of more than one and a half million outlets. The Coca-Cola India system has invested more than US$ 2 billion in its Indian operations and provides direct employment to more than 25,000 people. For more information and details on the company’s Indian operations please visit: www.coca-colaindia.com and www.myenjoyzone.com