Coca Cola India has unveiled an integrated communication initiative for Thums Up. Conceptualized by Sainath Saraban, executive creative director, Leo Burnett and directed by Malaysian director, Farouk Aljoffery, the communication campaign is based on the creative premise of what a Thums Up lover does when he gets his precious bottle back after an action-filled chase.
According to Kashmira Chadha, director - marketing, Coca-Cola India, “Thums up has always been associated with action, attitude and adventure. The latest communication further builds on the core values of the brand and takes the whole idea of ‘I will do anything for my thunder’ to the next level. The new campaign features the aftermath, once Akshay Kumar has gotten his bottle favourite of Thums Up. I am sure that it will strike a chord with the consumers.”
According to Kashmira Chadha, director - marketing, Coca-Cola India, “Thums up has always been associated with action, attitude and adventure. The latest communication further builds on the core values of the brand and takes the whole idea of ‘I will do anything for my thunder’ to the next level. The new campaign features the aftermath, once Akshay Kumar has gotten his bottle favourite of Thums Up. I am sure that it will strike a chord with the consumers.”
Watch the TVC here:
Thums Up 'Got It' from Campaign India on Vimeo.
The spot shows the brand ambassador Akshay Kumar in a rather jubilant mood, driving around the city in a totally worn out car. The people around him look in utter dismay, imagining what must have happened. Kumar responds in a triumphant mode to one of the fellow drivers at the red signal saying ‘Mil gaya Boss’, and shows off his bottle of Thums Up.
Said Saraban, “A Thums Up drinker’s thirst for his Thums Up is very different from any other thirst, which is why the challenge is to try something new every time. The idea struck us as being a departure from the regular chasing the bottle of Thums Up, but without having to compromise on the core attitude of the brand ‘I will do anything for my Thunder'”.
In-addition to leveraging mass media, the integrated communication plan will be complimented by a range of on- ground initiatives - road shows and contests across all key markets.
The film has been produced by Cutting Edge Pictures.
