Campaign India Team
Feb 10, 2010

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.

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."

Leo Burnett's Saraban added, "It’s an action packed cat-and-mouse chase. The girl wants the guy to chase her and what better way than to grab his bottle of Thums Up for guaranteed effect! This time around, we have upped the chemistry between the guy and girl, something we have never done in a Thums Up film. The girl gets her guy. The guy gets his bottle of Thums up and the girl. Everyone’s happy."
 
The TVC opens with a shot of Akshay Kumar walking casually while drinking from his bottle of Thums Up. All of a sudden, a girl does a bungee jump to grab his bottle and Akshay is then seen doing an extreme parkour stunt where he jumps and grabs the bottle and twists it in the air. The bottle opens and as he lands back on the ground, Akshay has the Thums Up bottle while the girl is left only with the cap.
 
In the second sequence, Akshay is seen sitting on his Hayabusa bike when the girl runs from behind and grabs his Thums Up. Akshay chases the girl on his bike, and picks up a vase from the street and throws it at her, shouting 'Catch it!'. The girl on seeing the vase, leaves the bottle, and grabs the vase. Akshay does a skid on the bike to grab the falling bottle and drives off with it.
 
Having outsmarted the girl twice, Akshay grabs the girl from behind and asks her why is she always following him. The girl replies, "So that you can follow me."
 
The commercial has been produced by Planet Films.
 
Credits

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

 

 

 

 

 

 

Source:
Campaign India