Coca-Cola India brand Thums Up has launched a digital film conceptualised by Qyuki Digital Media. The film seeks to pay tribute to the ‘real heroes’ of India, its soldiers. The brand’s commercials have traditionally featured action heroes from Bollywood and South Indian cinema.
The digital film follows the journey of a soldier from his military base in North India down to his home in Kerala. He seeks out the parents of a fellow soldier who has died in the line of duty, communicating to them the loss, and handing over the martyr’s possessions. Crossing deserts, hitchhiking rides, taking buses and trains, the solider reaches home riding the backwaters of Kerala to be welcomed by his wife and young child. Just then, a news bulletin calls out to all army personnel on leave to return to their bases. Supported by his understanding spouse, he bids adieu to them again, as the theme ‘Sare jahan se achcha’ resonates with the visuals. Thums Up signs off saluting the real heroes, our soldiers.
Debabrata Mukherjee, VP – marketing and commercial, Coca-Cola India and South West Asia, said, "Thums Up has always stood for strength and a spirit of inspiration. We believe that real heroes are the ones who have inner strength and compassion. This Independence Day, we wanted to celebrate the protectors of our independence, the 'True Heroes' of our nation. We wanted to salute the sons of the soil for their undying spirit and indefatigable courage”
He added, "It gives us great joy that the effort has received such a heartwarming response. In just 48 hours, the film has been seen over a million times on social media; a clear reflection of the nation's love, appreciation and respect for the real heroes who keep us safe, everyday."
Samir Bangara, co-founder and MD, Qyuki, said, “Qyuki is proud to present this film along with an iconic brand like Thums Up to salute the country’s true heroes. Having grown up as armed forces kid the film is that much more personal and special to me.”
Client: Coca-Cola India
Brand: Thums Up
VP – marketing and commercial, Coca-Cola India and South West Asia: Debabrata Mukherjee
Creative: Qyuki Digital Media
Co-founder and MD: Samir Bangara
Director (film): Razy Ghai (Asylum Films)
Music: Dhruv Ghanekar (Wah Wah Studios)