Soft drink brand Thums Up from the Coca-Cola India stable has unveiled its first campaign for 2013, which builds on the 'Aaj kuch toofani karte hain' proposition featuring brand ambassador Salman Khan. The campaign which kicked off on 24 February will leverage mass media, social media, OOH, radio and on-ground initiatives. The ad film created by Leo Burnett as part of the campaign was previewed on Khan's Facebook and Twitter pages before going on air.
The plot for the TV campaign remains the time-tested situation of running out of Thums Up and the adventure involved in getting hold of one. Only in this film, the action shifts from jumping across buildings and takes to the sky, as the brand ambassador airlifts a Thums Up truck stuck in traffic with the help of a chopper, and lands it at the store that has run out of stock. The film ends with Khan signing off with the brand's message that the 'Toofan' is within everyone, and it is but a matter unleashing it to do something 'toofani'. A version of campaign created for South India features Telugu actor Mahesh Babu.
Anupama Ahluwalia, VP – marketing, Coca-Cola India, said, “Thums Up has continued to be culturally relevant in India through the evolving expressions of masculinity. We believe masculinity today is the drive to find ones calling, to take the leap of faith and Thums Up is the iconic symbol that embodies the strength required to unleash the potential within. Through the latest campaign, Thums Up is aiming to make a cultural shift of acceptance that the hero is not divine anymore, but that it is there in all of us, it’s just a matter of finding it, hence the clarion call 'Aaj Kuch Toofani Karte Hain'."
KV Sridhar, chief creative officer, India sub-continent, Leo Burnett, said, “Thums Up campaigns are about adventure, dare-devil attitude and the ability to push beyond one's limits. The new campaign embodies these values, and having someone like Salman whose sheer screen presence is so dynamic really added to the experience. To find a script befitting Salman and Thums up and translating that on screen was both challenging and exciting. The end result is something we are all proud of and we hope the viewers enjoy watching the campaign as much as we did making it.”
A statement from Coca-Cola revealed that the campaign, which was the first from the 1977-born brand to make a digital debut, will target social, video on demand, search, travel, games, reach portals and mobile.
Client: Coca-Cola India
VP-Marketing: Anupama Ahluwalia
Creative Agency: Leo Burnett India
Chief Creative Officer (India sub-continent): K V Sridhar
Executive creative director: Sainath Saraban
Media agency: Lodestar UM
Production house: RU Films
Film director: Ravi Udyawar
Music composer: Ram Sampath (Omgrown Music)
Lyrics: Amitabh Bhattacharya