To celebrate the festive season, Thums Up, India’s largest Cola brand is all set to launch a new look “Taste The Thunder” communication initiative. The launch of the new integrated marketing communication plan includes airing a powerful TV commercial, featuring Bollywood King, “Akshay Kumar”. The Thums Up brand ambassador is seen performing adventurous and thrilling feats like mountaineering and rollercoaster ride and reaching out for his Thums Up. The latest communication initiative brings out the “Anything For Thunder” attitude of the Indian male. The integrated communication initiative is shot in two series on a never-before seen scale and uses latest cutting edge computer graphics.
According to Kashmira Chadha, Director Marketing, Coca-Cola India “The latest Thums Up initiative being launched during the festive season aims at portraying the anything for my thunder attitude of the Indian male. He is a person who will do anything to get his favorite soft drink. Nothing can come in between him and his Thums Up. To drive this message, an integrated communication plan, involving both above and below the line initiatives are being rolled out.”
In addition to leveraging mass media, integrated communication plan is complimented by a range of on the ground initiatives - road shows and contests across all key markets. Conceptualized by Leo Burnett’s Executive Creative Director Sainath Saraban and shot by Malaysian Director, Farouk Aljoffrey. A similar initiative for Thums Up has been launched in the South market featuring Tollywood Super Star Mahesh Babu.
According to Bollywood King and Thums Up Brand Ambassador, Akshay Kumar, “It feels great to be associated with a brand like Thums Up. It is a brand which is all about energy and a go getting spirit, these are qualities which I closely identify with. What excites me even more is the thunderous taste experience offered by Thums Up. It is an experience which I am sure, would find a special appeal amongst all my fans in the festive season.”The TV commercial shot in two series revolves around thrilling feats being performed by Akshay Kumar to get hold of his favorite soft drink-Thums Up. In the first film, a Thums Up bottle is about to fall into an abyss over a cliff, when Akshay Kumar, in a Mountain gear, jumps over the cliff to grab his bottle of Thums Up.
In the second film a Thums Up bottle falls from a rollercoaster and Akshay performs a brave feat by catching his bottle of Thums Up, while sitting in a rollercoaster. Both these adventurous feats bring out the “Anything For Thunder” attitude of the Indian male.
Commenting on the films, Sainath Saraban, Executive Creative Director, Leo Burnett, said: “A Thums Up drinker’s thirst for his Thums Up is very different from any other thirst, which is why the challenge this time was to do something bigger and better than last year. And in this film we feel we have something that truly lives up to the stature of Thums Up. The stunts are amazing in the two part series. It’s unlike any other Thums Up film you would have ever seen.”
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