Thums Up’s 2012 summer campaign employs a new tagline, ‘Aaj kuch toofani karte hain’. The TVC also showcases a new star cast, headlined by South Indian actor (and the brand’s ambassador in the South) Mahesh Babu.
The TVC, created by Leo Burnett, shows Babu and his friends cutting short a thirty minute trip across the city to just three minutes by taking the route less travelled – gliding down wires, jumping roofs and slipping down pipes, in the daredevil style typical of the brand.
According to the brand, “This campaign marks the evolution of the Thums Up man from being the ‘Angry Young Man’ to the ‘Cool Risk Taker’ to the follower of ‘Playful Mastery’ and now the advocate of ‘Bold Masculine Leadership’.”
Commenting on the film, Sainath Saraban, executive creative director, Leo Burnett, said, “The new ‘Aaj Kuch Toofani Kartey Hain’ campaign with Mahesh Babu, Sahil Shroff, Dhaval Thakur and Angela Jonsson has been designed to give the consumers a differentiated and thrilling experience.” Nomad Films is the production house and Nick Livesey is the director.
Client: Coca-Cola india
Agency: Leo Burnett, Delhi
National creative director: KV Sridhar
Executive creative director: Sainath Saraban
Copywriter: Sainath Saraban
Account management: Sreekumar B
Director: Nick Livesey (RSA)
Production house: Nomad Films
Music: Ram Sampath