Thums Up has launched a campaign titled ‘Soft Drink Nahin, Toofan’ (not a soft drink, but thunder), to remind people that it is more than just a soft drink. Conceptualised by Ogilvy, the film features actor Shah Rukh Khan in an action-hero avatar.
The film begins with Khan sitting in a cinema hall, disguised in a hoodie amidst the crowd. The big screen is screening a movie starring him. When the server comes around with cans of Thums Up and offers him by calling it soft drink, he takes out his hoodie and corrects him by saying soft drink nahin, toofan. The helper is shocked to see that Khan is the one whose movie is being played on the big screen. Meanwhile, the scene in the movie shows an energetic Khan beating up his enemies to go in for the kill.
Sumeli Chatterjee, head - integrated marketing experiences (IMX), Coca-Cola India and Southwest Asia, said, “Thums Up is a 45-year young brand that has always inspired millions to stay committed to their dreams. When we launched #PalatDe last year, the upside-down bottle of Thums Up became symbolic of the #PalatDe spirit - turning down every naysayer who cast a doubt on your ability. Building on this platform, we are thrilled to team up with Shah Rukh Khan to tell the story of the #ThumsUpStrong spirit. The strong unique taste of the brand is naturally weaved into strength as an emotion, that urges the drinkers to stay strong and believe in their dreams.”
Ritu Sharda, chief creative officer, Ogilvy India (North), said, “Thums Up is not a soft drink, its toofaan. And as Thums Up moves out from the soft drink category to a category of its own, we partnered with the biggest toofan to talk about this move. With signature toofani stunts and thrills, this is SRK on a train but like never before.”
Sukesh Nayak, chief creative officer, Ogilvy, said, “A toofaan is stirred when the King of Bollywood joins hands with the ‘Soft drink nahi, toofaan’ called Thums Up. We are very thrilled to have SRK as our partner, on this exciting journey of reinventing this iconic brand.”
The campaign is being rolled out across TV, social, digital and OOH.