April 15, 2006

Unleashing a refreshing wave this summer season, Thums Up, Andhra Pradesh’s largest Cola brand will storm its fans with a thunderous mega budget ‘Taste the Thunder’ campaign. The powerful TV Commercial will unleash the charismatic “Mega Star-Chiranjeevi” sporting a dynamic, cool look complete with long hair, and a confident attitude. The commercial will go full steam on all channels from April 15th onwards.

The 2005 integrated brand act for Thums Up aptly titled - Hai Dum; exhorted men to explore their limits.

Come 2006, the “Thums Up Taste The Thunder” campaign sets the bar higher – the hunger for the impossible. This MEGA scale film shot in Cape Town and Mumbai is a dramatic encapsulation of the brand’s inspiration ‘Taste The Thunder’. Shot by an international crew (led by Ram Madhwani), the commercial has used some of the latest and most modern technological support ever in the history of Indian advertising.

The compelling visual drama portrays Chiranjeevi daring to do the impossible in his effort to quench his thirst in the manner he likes best – ie with Thums Up. Cleverly, the ad communicates the mystical eternal promise of the brand (Thunder in a bottle)

According to Mr. Vikas Gupta, VP Marketing Coca-Cola India, “The ‘Thums Up Taste The Thunder’ aims at portraying the achievement of every person’s hidden yearning - to dare and subsequently win over the impossible, to set unbelievable targets and to have the power to accomplish ones dreams. And that is the yearning, which we see being driven with this Ad.” He added, “Chiranjeevi’s new look will add immensely to the visual extravaganza. The intent is to capture the whole experience of tasting thunder in a bottle of Thums Up.”

The campaign has been conceptualized by Sainath of Leo Burnet and brought to life by the very talented Ram Madhwani of Equinox Films.

Says Sainath Saraban, Creative Director. Leo Burnett, “When we set out to create the new communication for Thums Up, the one thing that inspired us was, ‘Taste the Thunder.’- a line of iconic proportions, that says everything about the brand. Thums Up as a brand celebrates the spirit that thrives on the hunger for the impossible. It is about being the leader of the pack and wearing the mantle lightly, having fun while at it. Additionally, this piece of communication for the first time, captures the true essence of ‘Taste the Thunder’ in a manner that is so uniquely Thums Up.”

More About….. The Thums Up Taste The Thunder ad
The TVC begins with Chiranjeevi discovering that his bottle of Thums Up is empty. What follows is a captivating never-seen-before chase; the commercial portrays the indomitable masculine spirit, which drives him to go to any lengths to get a bottle of Thums Up. His chase, including Chiranjeevi’s stunts on the dune-buggy, his chase to the top of a light-house etc. are just a few such stunts portrayed. The advertisement can easily be called a must see for one and all, with the “Cool & Confident” looking Chiranjeevi mastering the impossible with Thums Up.

About Coca-Cola India
Coca-Cola India refreshes millions of consumers throughout the country with an exciting range of beverages, including Coca-Cola, Diet Coke, Thums Up, Fanta, Limca, Sprite, Maaza, Georgia, Georgia Gold, Kinley and Kinley Club Soda through a network of more than one million outlets. The company has invested more than US$ 1 billion in its Indian operations, emerging as one of the country's top international investors and employs approximately 6,000 people in India.

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