Akshay Kumar turns 'daredevil' for Thums Up

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The launch of the new integrated communication for the summer of 2010 would feature Akki, who is the ambassador of the soft drink brand.

The latest communication takes the 'I will do Anything for My Thunder' attitude to the next level by showcasing Akshay indulging in an extreme sport of 'Parkour', all for his bottle of Thums Up.

Akshay's thirst for his favorite Thums Up is further prolonged by a girl,who grabs the bottle of Thums Up to win his attention.

Parkour means "Art of Moving' and is an extreme sport popularized by the French.

The campaign shot in Kuala Lumpur, Malaysia also showcases Akshay performing breathtaking stunts on his Hayabusa motorbike.

In his quest for his Thums Up, Akshay uses a combination of action and smartness to outwit all challenges, demonstrating the daredevil spirit of a Thums Up lover.

"Thums Up has always been about action and high energy. These are the qualities are closely identify with. The latest communication is like a game where the girl always tries to get my Thums Up and I always outsmart her to get it back. So it has a lot of action, adventure and a dimension of fun and playfulness," said Akshay.

Conceptualized by Sainath Saraban, Executive Creative Director, Leo Burnett and directed by Malaysian Director, Farouk Aljoffery the latest communication brings out the whole idea of what a Thums Up lover does when he gets his favorite bottle of Thums Up after a visibly action-filled chase.
According to Anand Singh, Director Marketing, Coca-Cola India, "Thums up has always been associated with action, attitude and adventure - a positioning that has made Thums Up India's largest soft drink brand.

"The latest communication further builds upon the core values of the brand and takes the whole idea of 'I Will Do Anything for My Thunder' to the next level of "Taste The Thunder" while adding an element of playfulness and depicting an action-filled chase between Akshay and all that comes in between him and his Thums Up."

Storyboard of the Ad

The latest communication involves Akshay walking casually while drinking from his bottle of Thums Up. All of a sudden, a girl does a bunjee jump to grab his bottle, Akshay is then seen doing an extreme parkour action where he jumps and grabs Thums Up bottle and twists it in the air. The bottle opens and as he lands back on the ground Akshay has the Thums Up bottle while the girl is left only with the cap.

In the second sequence, Akshay is seen sitting on his bike when the girl runs from behind and grabs his Thums Up. Akshay chases the girl on his bike, and picks up a vase from the street and throws at her, shouting 'Catch it'. Girl on seeing the vase, leaves the bottle, and grabs the vase. Akshay does a skid on the bike to grab the falling bottle and drive off with it.

Having outsmarted the girl twice, Akshay comes and grabs the girl from behind and asks - "Ek Baat Batao" ("Tell me one thing"), Girl says- "Kya" ("What?") and immediately we see both Akshay and the girl being pulled up by a rope. When they reach the top, Akshay asks -"Tum Maere Thums Up Ke Peeche Kyon Padi Rahti ho" (Why are you always after my Thums up") Girl replies - "Taki Tum Maere Peeche Pade Raho?" ("So that you are after me")