Building on its ‘Toofani’ theme, cola brand Thums Up from the Coca-Cola stable has launched its campaign for the summer of 2014. Conceptualised by Leo Burnett, the brand campaign continues with a dual brand ambassador strategy – with Bollywood actor Salman Khan and Telugu star Mahesh Babu.
The integrated campaign’s TVC went on air on 14 March, and was previewed on Facebook and Twitter on Khan’s and the brand’s channels.
The film features the previous theme of the protagonist running out of Thums Up and performing some daredevilry to get his hands on a bottle of the drink. Only this time, Khan is on a plane high above the ground. He and the female co-star get into a jeep tied to a parachute, to reach the land below - where Khan gets his fix of the cola. The tagline for this film is ‘Toofan to sab ke ander hai, bas dhakkan hi to hatana hai’ (The thunder is within all of us; we just need to get the lid off).
Debabrata Mukherjee, VP - marketing, Coca-Cola India, said, "The campaign builds the Thums Up philosophy of inspiring today’s youth to recognise their inner potential and unlock the thunder within. We are constantly trying to push boundaries to bring this message to our consumers and this year, we are setting the bar higher. The compelling visual narration portrays Salman unleashing the thunder within, for his bottle of Thums Up.”
KV Sridhar, COO, India sub-continent, Leo Burnett, said, “The new campaign embodies the values of being adventurous and the ability to go beyond one’s limit. The idea behind this whole approach was to convey that a true Thums Up drinker will go to all possible heights to experience the energetic and energizing taste of Thums Up. In the TVC Salman Khan shows the extent to which he can go for his Thums Up by achieving the impossible.”
Digital platforms to be used include social, VOD, search, travel, games and mobile. The brand will also be launching its rural marketing initiative Thums Up Toofani Jalsa, which is in its fifth year. The ‘entertainment’ and ‘action’ platform will be experienced in Odisha, Bihar, UP, West Bengal, Maharashtra, Haryana and Rajhmundhary (AP).
Creative agency: Leo Burnett
CCO (India sub-continent): KV Sridhar
ECD: Sainath Saraban
Production house: Cutting Edge Pictures
Director (film): Julien Troussellier