Ogilvy produced the campaign, which was brought to life through a TV commercial and digital interventions.
Thums Up, Coca-Cola India’s home-grown brand, has launched a new action-packed campaign dubbed “Toofan” with Jasprit Bumrah at the start of the new year, emphasising the brand’s special relationship with its powerful flavour and experience.
“What better time than the new year to remind customers of the thrilling and adventurous Thums Up drink experience?” Over the last several years, Thums Up has become synonymous with daring, bravery, triumph, and real communication, winning the hearts of millions of Indians. Its most recent Toofan ad aims to inspire consumers to attain their “PalatDe” moments by combining their strong, unwavering belief systems and unwavering spirits with the powerful flavour of Thums Up.
At the conclusion of the TVC, Jasprit Bumrah flips the bottle of Thums Up, which corresponds with its recent # PalatDe and # TaanePalatDe advertisements at the Tokyo Olympics and Paralympic Games 2020, as well as its strong affiliation with sports,” the firm said in a statement.
“Thums Up has long been a favourite beverage among our customers due to its great flavour and experience, which has served as the category’s primary distinction.” In keeping with our partnership with our Indian Cricket Team’s Toofan, Jasprit Bumrah, who is known for his speed, strength, and resilient attitude on the field, this new campaign offers a strong execution idea-‘Soft Drink nahi, Toofan,’ said Tish Condeno, Senior Category Director Sparkling Flavours, Coca-Cola India and Southwest Asia.
Speaking about its strong partnership with Thums Up, Jasprit Bumrah said, “I am thrilled to partner with a brand like Thums Up, which echoes my personal philosophy to a great extent.” The brand is always experimenting with new ways of communicating with its consumers in a bold fashion, which resonates with me. I feel that the new Toofan campaign encourages taking on every challenge with a growth mindset and bold approach while reinforcing a “never give up” attitude.
Sukesh Nayak, Chief Creative Officer, Ogilvy India, comments on the campaign, “The main concept to land a strong drink for me is the repositioning of the often used word’soft drink.'” A legendary brand like Thums Up, which stands for the “never give up mentality,” deserves its own phrase, which became “soft drink nahi toofan.” We all felt this could be massive from the moment we thought of it, and we were happy to see all of our partners react with the same excitement when they learned about the basic idea. A special thanks to my team and Bob, who have truly brought this concept to life with bold and stunning execution. This is a large notion, and Jasprit is only the beginning, so stay tuned for more toofani action soon.”
Ogilvy India (North) Chief Creative Officer Ritu Sharda remarked, “Thums Up is a well-known brand. And if you’re a fan of Thums Up, you know it’s far from “soft.” It just felt odd to see Thums Up under the “soft drink” category. So, with this project, we’ve seized the chance to remedy that and flip certain views on their heads. “Soft drink nahin, Toofaaaaan”: Thums Up! is in a class by itself. And working on this with our collaborators at Coca-Cola and Good Morning Films has been nothing short of amazing.”
The new campaign will be launched with a TV ad and inventive internet interventions.