Thums Up to give viewers stump cam access ahead of T20 World Cup

Watch the film conceptualised by Ogilvy here

Sep 22, 2022 11:46:00 AM | Video | Campaign India Team

Thums Up has rolled out its campaign for the upcoming Men's ICC T20 World Cup. 
Conceptualised by Ogilvy, the campaign promotes Thums Up's 'stump cam’ initiative through which the brand will be delivering content for fans. 
After each match during the tournament, the 'stump cam' video will be made available to consumers. The consumers will need to scan a QR code on the Thums Up bottle to access the content. 
A film featuring Jasprit Bumrah has been released for the same. According to a note from the brand Brett Lee and Umran Malik will also feature in the campaign. 
Arnab Roy, vice president and head - marketing, Coca-Cola India & Southwest Asia, said, “Cricket is a shared passion which connects billions of fans across genders, generations, and cultures. We are always finding innovative ways to activate passion points like cricket and especially the ICC T20 World Cup. Thums Up’s 'stump cam' will offer audiences the most ‘toofani’ view of key moments of the tournament - leveraging the stump cam footage was a disruptive opportunity that would bring to fans a complete new way of experiencing the game. We are elated to have on board with us India’s lead bowler and star Jasprit Bumrah, who is an indispensable asset for the Indian team; Umran Malik, who is touted as the fastest bowler in the country today; and one of the legends of the game, Brett Lee. This is the first time we are doing a content-led campaign, voiced by cricketing stalwarts like Harsha Bhogle”.
Sukesh Nayak, chief creative officer, Ogilvy India, said, “Thums Up’s ‘stump cam’ is the most daring end-to-end experience idea. It’s the most Toofani, the closest possible view of the ICC T20 Men’s World Cup. And the ticket for this is the Thums Up bottle. We are proud to conceptualise and execute this end-to-end engagement idea in partnership with some incredible partners from the world of content. #WicketSeCricket campaign is an invitation for every Thums Up drinker to experience a Toofan he or she hasn’t had so far.”
Ritu Sharda, chief creative officer, Ogilvy India - North, added, “From sitting on tree-tops, to gathering around paan shops, India has watched cricket in every possible way. But we wanted to give Thums Up fans an opportunity to get the most toofani ‘view’ in the house and frankly that's where Thums Up Stump Cam found its genesis. We wanted people to really feel the rush of a ball coming right at them at 95 mph. We wanted them to experience cricket, like a cricketer does, right from the middle of the pitch. We are partnering with ICC and Oaktree Sports, for a 24-hour match pack screen marathon, making World Cup 2022, the most toofani World Cup you have ever seen. Dum hai toh dekho #WicketSeCricket."