Thums Up has rolled out its second campaign featuring brand ambassador Jasprit Bumrah.
Conceptualised by Ogilvy, the campaign consists of a film which opens with Bumrah warning audiences not to skip the film as a toofan (storm) is approaching. It shows Bumrah walking up to a restaurant owner. The shopkeeper asks one of his workers to give Bumrah a soft drink. Bumrah isn't in the mood for a soft drink though. He takes off his hoodie to leave the restaurant owner stunned. The film cuts to moments from Bumrah's career where he uprooted the stumps of batsmen or hurt them with bouncers. It ends with Bumrah saying 'soft drink nahi, toofan' (not a soft drink, but thunder).
Tish Condeno, senior category director - sparkling flavours, Coca-Cola India and Southwest Asia, said, “Thums Up has always been a loved beverage by our consumers for its strong taste and experience, which has been the core differentiator in the category. In continuity with our partnership with the Toofan of our Indian Cricket Team - Jasprit Bumrah who is known for his pace, strength and resilient attitude on the field , this new campaign offers a strong execution idea - ‘soft drink nahi, toofan’."
Sukesh Nayak, chief creative officer, Ogilvy India, said, “The big idea to land a strong drink for me is the repositioning of the commonly used word ‘soft drink’. An iconic brand like Thums Up which stands for the ‘never give up attitude’ deserved a separate word to be called out as, hence, ‘soft drink nahi toofan’. From the day we thought of this idea, we all knew that this could be huge and we were thrilled to see all our partners react with the same excitement when they heard about the core thought. A big shout out to my team and Bob, who have truly brought this idea to life with an execution that is bold and powerful. This is a big idea and Jasprit is the first part of it, so watch out for some more toofani action coming soon.”
Ritu Sharda, chief creative officer, Ogilvy North, added, “Thums Up is such a loved brand. And if you love Thums Up , you know it’s anything but ‘soft’. Seeing Thums Up sit in the ‘soft drink’ category just felt wrong. So with this work, we’ve taken the opportunity to correct that. And turn some perceptions upside down. And co-creating this with our partners at Coca-Cola and Good Morning Films has been nothing less than an awesome Toofan.”
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins
15 hours ago
Moves from WNS Global Services
16 hours ago
Watch the film conceptualised by DDB Mudra here