Thums Up has launched a campaign featuring its newly appointed brand ambassador, Bollywood actor Ranveer Singh, building on its 'Toofani' theme. The film has been conceptualised by Leo Burnett.
The film explores the spirit of Toofani. It opens as Singh walks into a store clad in motorbiking gear and a Thums Up jacket. A voice over asks, "Who is this Toofani? What does s/he eat/drink?" Singh asks for the cola brand at the store. Just before he can take a sip, an electric post falls in the path of a school bus. With tyres coming off, the bus speeds out of control with sparks flying. Singh gives chase on his bike as the the voice over continues, "Is s/he (Toofani) like us, or is he someone special?" The bus topples over and is about to drop into a water body far below, but Singh is there to save the kids. The voice over explains that the Toofani is one of us, and a little special. Singh reiterates this message after heroically saving a girl trapped on the bus moments before it drops down, saying "Main Hum Bhi Hoon, Aur Khaas Bhi. Main hoon Toofani."
Debabrata Mukherjee, Vice President, Marketing, Coca-Cola India and South West Asia, said, "Thums Up advertising is set apart by its energetic, fast-paced and stylishly rendered action. Ranveer Singh, with his palpable energy and inimitable style, will help amplify the aspirational quotient of the brand. Ranveer embodies the Thums Up philosophy in his personal life - an uncompromising attitude towards achieving one’s goals. We are confident that this partnership will work towards fulfilling the brand’s objectives.”
Sachin Das Burma, NCD, Leo Burnett, said, ‘It is a fact that nobody is born a Toofani, it is what you do in the face of adversity that makes you one! Real Toofani exists in everyone, it’s just that we need to recognise it and work towards achieving our goals. Following the brand’s philosophy of believing in oneself and inspiring people to unleash their true potential, the campaign focuses on the hero spirit that resides in every Thums Up drinker."
Agency: Leo Burnett
NCD: Sachin Das Burma
Associate creative directors: Avinash Chauhan, Shahid Hussain
AVP: Jaikrit Singh
Brand associates: Dhruv Maithani, Ritika Jaiswal
Director (film): Simon West