Institute of Marketing Communications India®

Not Just A Soft Drink Says King Khan While Endorsing Thums Up In The New Campaign Conceptualised By Ogilvy.

Thums Up, Coca-Cola India’s primeval brand has collaborated with Shah Rukh Khan, to present the #ThumsUpStrong platform. In the new campaign, the brand also emphasizes its strong flavours and positions itself as more than a soft drink.

Thums Up and its strong taste have always showcased the adventurous and toofani spirit of the consumers. In the new campaign, Khan asserts ‘Soft Drink Nahin, Toofan’ as he supplicates the audiences to stay irrepressible and strong in quest of their dreams.

The toofan association is not a new concept because 'Aajkuchtoofanikartehain' has been an indigenous mark of Thums Up ads for over eight years. Last year, during the Paralympic Games, the brand had a tag line ‘Toofanwahijo sab #PalatDe’. Before that were campaigns like ‘ToofaniIraadey’, ‘Main HoonToofani’, ‘DoosraToofanshuru’ and the most popular ‘Aajkuchtoofanikartehain’ campaigns.

The brand established itself as a more brawny drink due to its basic product characteristics- greater fizziness and less sweet.

Celebrating the key milestone of becoming a one-billion-dollar brand, Thums Up launches a new campaign that builds on its distinctive strong refreshing taste that is loved by drinkers since its inception. Teaming up with King Khan, the brand intensifies the core value and adds intriguing cinematic storytelling with SRK portraying both reel and real-life hero in the ad film. After many years, Khan is seen in his exemplary action-hero avatar, performing stunts on top of a train. The stunts end with Khan inverting the Thums Up bottle, a symbol of the brand’s ‘Palat De’ campaign from last year.

The cola category has seen a unique role reversal. Shah Rukh, who was the face of rival brand Pepsi, is now endorsing Thums Up. While Thums Up’s long-time ambassador Salman Khan is now endorsing Pepsi.
The campaign will be live via an integrated campaign across TV, social, digital, shopper & OOH.


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