Thums Up has unveiled its latest campaign, ‘Biryani Ek Nahi, Do Haath Se Khaate Hai’, celebrating the joy of slowing down and savouring biryani with a chilled Thums Up. Featuring Shah Rukh Khan and Jagapathi Babu, and directed by filmmaker Karthik Subbaraj, the TVC blends cinematic drama with the brand’s signature “Toofani” energy.
The film opens with a tense standoff between Khan and Babu, which quickly turns into a flavourful experience once biryani and Thums Up arrive. The campaign urges consumers to keep distractions aside, ditch the spoon, and indulge wholeheartedly in the timeless pairing.
Sumeli Chatterjee, VP – Marketing, Coca-Cola India & Southwest Asia, said, “Thums Up has always stood for moments that are bigger than the ordinary. Over the last three years, we’ve shaped the biryani-Thums Up pairing into a distinct ritual. Now, we’re cementing it as a cultural signal—one that people want to share, repeat, and make their own.”
Echoing this thought, Khan added, “You don’t rush biryani; you complement it with a Thums Up and let the flavours explode.” Babu shared, “Where I come from, biryani is a tradition, and when paired with Thums Up, it always has a perfect ending.”
Kalpesh Patankar, Group CCO at VML India, summed it up: “This campaign redefines the biryani experience. One hand isn’t enough—you need your favourite biryani in one hand and a Toofani Thums Up in the other.”