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Thums Up steals the thunder again

Created by Leo Burnett, the new 'Main Hoon Toofani' TVC continues with the brand's bold approach, urging consumers to have the passion to bring out the real hero in them

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Thums Up steals the thunder again

Thums Up steals the thunder again

Created by Leo Burnett, the new 'Main Hoon Toofani' TVC continues with the brand's bold approach, urging consumers to have the passion to bring out the real hero in them

BestMediaInfo Bureau | Delhi | January 4, 2016

Thums-Up-tvc Click on the image to watch the TVC.

Thums Up has unveiled its latest campaign, 'Main Hoon Toofani', which builds on the power of 'I', an uncompromising attitude towards achieving individual goals in life, and encourages its consumers to challenge themselves and unleash their true potential. The TVC has been created by Leo Burnett.

The campaign seeks out the new generation that has the attitude, commitment and potential to bring out any positive change. It is not restricted to the idea of bringing in a positive social change, but urges consumers to always be bold and daring and have the passion to bring out the real hero in them and succeed in life.

Continuing with this theme of masculinity, the new campaign shows Salman Khan taking on a new challenge to get his bottle of Thums Up. It reiterates the uncompromising attitude of the protagonist when he sees empty bottles of Thums Up inside the fridge and doesn't want to settle for any other drink. He states, 'Jo Toofani Hotey Hain, Who Kuch Aur Ka Matlab Nahin Samajhtey'. Keeping everything aside he kick-starts a dirty bike to life and starts riding it on water, which leaves everyone amazed. His search for Thums Up ends when he sees a Thums Up truck and flies over it to grab his bottle mid-air.

Sachin Das Burma Sachin Das Burma

Commenting on the campaign, Sachin Das Burma, who led the creation of the TVC, said, “Thums Up has always been the drink of people who have a sense of restlessness and thunder within. It is a 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-before seen visuals, we have a grand spectacle, which I am sure people are going to love.”

The new 360- degree campaign leverages mass media on larger than life OOH sites in the core markets of Thums Up. The campaign also leverages key social media platforms of Youtube, Facebook and Twitter.

Thums Up as a brand has always been about doing ahead-of-the-curve advertising by introducing never seen before adventure sports like Bungee Jumping in 1996 and Parkour in 2007. The new campaign will now let Thums Up consumers experience an adventure sport where the protagonist will perform bike surfing stunts on water. Thums Up holds a strong legacy of almost four decades.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Creative agency: Leo Burnett

Creative team: Sachin Das Burma, Sainath Saraba

Production House: Cutting Edge Pictures

Production house team: Eric Crossland, Billoo Sandhu

Music Composer: Samiruddin

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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