Kolkata, Ma 14 IBNS | 7 months ago

Soft drink brand Thums Up is back with a thunderous campaign to kick start the year, featuring Bollywood actor Salman Khan.

The new campaign reminds consumers to push boundaries, pave their own path and unleash the potential within, with the tagline "Toofan to sab keanderhai, bas dhakkan hi to hatanahai", the company said in a statement.

This clarion call is a further build on the drink's iconic and much celebrated brand philosophy of 'Live Like Thunder'.

Speaking about his experience, Khan said, "I am excited to be part of the next leg of the toofani Thums Up campaign. This time, the toofanis even more electrifying! I completely identify with Thums Up's new campaign thought - asking people to unleash the potential within them - bas dhakkan hi tohhatanahai. Thums Up stands for this inherent potential which is within each of us. It's about self-transformation, finding your true calling and unleashing ones Inner Potential!"

Thums Up has a robust digital plan to leverage the campaign which includes digital and social media platforms for targeted genres: Social, Video on Demand (VOD), Search, Travel, Games, Reach portals and Mobile.

Speaking about the campaign, Debabrata Mukherjee, VP - Marketing, Coca-Cola India said,"'Ek Toofan Khatam to Doosra Shuru'. In continuation of our Toofani philosophy, Thums Up is back with its thunderous campaign: 'Toofan to sab ke ander hai, bas dhakkan hi to hatana hai'. The campaign builds the Thums Up philosophy of inspiring today's youth to recognize their inner potential and unlock the Thunder within. We are constantly trying to push boundaries to bring this message to our consumers and this year, we are setting the bar higher. The compelling visual narration portrays Salman unleashing the Thunder within, for his bottle of Thums Up."

The TVC has been directed by Julien Troussellier under the Cutting Edge Pictures production banner.

Commenting on the film, KV Sridhar, Chief Creative Officer India Sub-continent, Leo Burnett said, "The new campaign embodies the values of being adventurous and the ability to go beyond one's limit. The idea behind this whole approach was to convey that a true Thums Up drinker will go to all possible heights to experience the energetic and energizing taste of Thums Up. In the TVC Salman Khan shows the extent to which he can go for his Thums Up by achieving the impossible. "

In line with the theme of the 2014 campaign, Thums Up will soon be rolling out its extremely popular rural marketing initiative, Thums Up Toofani Jalsa in the states of Odisha, Bihar, UP, West Bengal, Maharashtra, Haryana and Rajhmundhary.

(Posted on 15-03-2014)

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