New Delhi, 21st February, 2013: Thums Up, India's largest and most iconic soft drink brand, makes a 'Toofani’ start to the year with a spectacular new campaign featuring popular superstar Mahesh Babu. An extension of the ‘Aaj KuchToofani Kartey Hain’ call to action, the Thums Up campaign once again urges its consumers to push the boundaries, to pave their own path and to unleash their potential.
The high adrenalin campaign shows Mahesh Babu adding his unique style quotient as he takes a 'toofani' route to get his Thums Up, turning a mundane situation of a store running out of his favourite Thums Up, into an exciting tale of adventure and thrill. Mahesh Babu inspires gut and gumption by taking complete control of the situation to get what he needs, undertaking a series of 'toofani' acts to get his Thums Up. Action star and Bollywood superstar Salman Khan features in the National version of the thrilling campaign.
Speaking about the new campaign, Superstar and ThumsUp Brand Ambassador Mahesh Babu said, “This year’s Thums Up campaign is based on the philosophy that heroes are made and not born and I completely believe in the campaign's core philosophy. The film is packed with a lot of more exciting action, more ‘Toofan’, its much younger and the energy, truly unmatched. I am sure the consumers will enjoy the ‘Toofani’ ad”.
Through it all, the inherent message is that the 'Toofan' is within everyone, and it is but a matter unleashing it to do something 'toofani'.
Speaking about the campaign, 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 KARTEY HAIN".
Conceptualized by Leo Burnett, the TVC has been created by KV Sridhar, Chief Creative Officer India Sub-continent, Leo Burnett and SainathSaraban, Executive Creative Director Leo Burnett. The TVC has been directed by Ravi Udyawar under the RU Films production banner. The thumping music has been composed by Ram Sampath (of Omgrown Music) to bring to life Amitabh Bhattacharya’s toofani lyrics.
The campaign will be amplified through a 360 degree integrated communication plan. Commenting on the film, 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.”
