Catch me if you can: Leo Burnett's new Thums Up campaign

Thums Up has unveiled a new television campaign that sees brand ambassador Akshay Kumar indulging in the extreme sport of Parkour, all for his bottle of Thums Up. Parkour, which means 'Art of moving', is an extreme sport popularized by the French.

Conceptualized by Sainath Saraban, executive creative director, Leo Burnett, the TVC is directed by Malaysian director Farouk Aljoffery and has music by Ram Sampath. In addition to leveraging mass media, the integrated communication plan will be complimented by a range of on-ground initiatives such as road shows and contests across all key markets.

View TVC here

Commenting on the campaign, Anand Singh, director-marketing, Coca-Cola India said, "Thums up has always been associated with action, attitude and adventure - a positioning that has made Thums Up India's largest soft drink brand. The latest communication further builds upon the core values of the brand and takes the whole idea of ‘I Will Do Anything for My Thunder’ to the next level of 'Taste The Thunder', while adding an element of playfulness and depicting an action-filled chase between Akshay and all that comes in between him and his Thums Up."

Client: Coca-Cola, India.
Creative agency: Leo Burnett, Delhi
National Creative Director: KV Sridhar
Executive creative Director: Sainath Saraban
Copywriter: Sainath Saraban
Art director: Arijit Gupta
Account planning: Sunaina Gupta
Client servicing: Sreekumar B, Nikhil Nayyar
Production house: Planet films
Director: Farouk Aljoffery
Post-production studio: Basecamp VFX
Media used: TV, radio, outdoor.
Media agency: Madison