Thums Uphas launched its latest campaign titled Toofanfeaturing Jasprit Bumrah.
- The campaign is a continuation of its earlier PalatDe campaign.
- The campaign has been conceptualized by
There can be no better time, than new year, to remind consumers of the exciting and adventurous Thums Up drink experience. Thums Up has become synonymous with courage, bravery, victory, and authentic communication over the last few years making its way to the hearts of millions of Indians. Its latest Toofan campaign is aimed at inspiring audiences to reach their ‘PalatDe’ moments by teaming their strong, unshakeable belief systems and undying spirits with the strong taste of Thums Up. At the end of the TVC, Jasprit Bumrah reverses the bottle of Thums Up which correlates with its recent #PalatDe and #TaanePalatDe campaigns at Tokyo Olympics and Paralympic Games 2020 and its strong association with sports.
“Thums Up has always been a loved beverage by our consumers for its strong taste and experience, which has been the core differentiator in the category. In continuity with our partnership with the Toofan of our Indian Cricket Team - Jasprit Bumrah who is known for his pace, strength and resilient attitude on the field , this new campaign offers a strong execution idea - ‘Soft Drink nahi, Toofan’, said
Speaking about its strong partnership with Thums Up, India’s favorite fast bowler, 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 newer 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.”
Commenting on the campaign,
“Thums Up is such a loved brand. And if you love Thums Up , you know it’s anything but ‘soft’. Seeing Thums Up sit in the ‘soft drink’ category just felt wrong. So with this work, we’ve taken the opportunity to correct that. And turn some perceptions upside down. ‘Soft drink nahin, Toofaaaaaan’: in a category of its own, that’s Thums Up!! And co-creating this with our partners at Coca-Cola and Good Morning Films has been nothing less than an awesome Toofan,” shared
The Coca-Cola Company has a long history of sponsoring major sporting events, and partnering with the best players worldwide. These associations underscore the company’s philosophy of endeavoring to be a part of the joyous moments and occasions of its consumers. The new campaign will be brought to life through a TV commercial and with creative digital interventions as well.