Continuing with its 'Toofani' proposition further, cola brand Thums Up has rolled out a new TVC conceptualised by Leo Burnett.
The film featuring brand ambassador Salman Khan opens inside a house on a water body. As in some earlier films, the protagonist runs out of his favourite beverage. His lady companion mocks him about the fact that the last bottle of Thums Up is over, and offers to get him something else. But Khan doesn't want that, and sets himself on another Thums Up adventure. He puts on his gear and embarks on a ride over the water. His search ends as he gets onto the shore. Riding off a cliff, he grabs a bottle of Thums Up from a truck. While doing so, Khan provides the voice over and says there is no such thing as 'something else' (kuch aur) for 'Toofanis' like him, when it comes to Thums Up or other things in life.
Sachin Das Burma, ECD, Leo Burnett, said, "Thums Up has always been the drink of people who have a sense of restlessness and thunder within. Restlessness to get what they want, to go beyond, to achieve what they set their hearts and minds to. This year too, the campaign reflects the attitude of the brand, and the people who have made it the numero uno cola in our country. The thunder within the bottle reflects the thunder within an individual, waiting to be unleashed. The narrative this year is to showcase 'I will not settle for anything less' and the no-compromise belief of the Thums Up drinker. This is where the 'Main Hoon Toofani' philosophy comes alive. With never seen visuals we have a grand spectacle, which I am sure people are going to love."
The campaign will also straddle OOH, digital and social media.
Client: Coca Cola Company (Thums Up)
Agency: Leo Burnett
Creative team: Sainath Saraban, Sachin Das Burma
Production house: Cutting Edge Pictures
Team: Eric Crossland, Billoo Sandhu
Music composer: Samiruddin