Thums Up brings the thunder back with Main Hoon Toofani' campaign!

Thums Up, India’s most iconic soft drink brand, today unveiled its new campaign, ‘Main Hoon Toofani’ that builds on the power of ‘I’, an uncompromising attitude towards achieving individual’s goals in life, and encourages its consumers to challenge themselves and unleash their true potential.

The ‘Main Hoon Toofani’ campaign seeks out the new generation that has the attitude, commitment and potential to bring out any positive change. The new campaign is not restricted to the idea of bringing in a positive social change, but urges consumers to always be bold and daring and have the passion to bring out the real hero in them and succeed in life.

Continuing with this theme of masculinity approach, the new campaign shows Salman Khan taking on a new challenge to get his bottle of Thums Up. It reiterates the uncompromising attitude of the protagonist (Salman) when he sees empty bottles of Thums Up inside the fridge and doesn’t want to settle down for any other drink and he states ‘Jo Toofani Hotey Hain, Who Kuch Aur Ka Matlab Nahin Samajhtey’. Keeping everything aside he kicked-off a dirt bike to life and starts riding it on water, which leaves everyone amazed. His search for Thums Up ends when he sees a Thums Up truck and flies over it to grab his bottle mid-air.

Through the new campaign, the company strengthens the philosophy of believing in oneself and the power of ‘I’.

To view Salman Khan and Ajay Bathija, Director- Colas further elaborating what ‘Main Hoon Toofani’ campaign is all about, please watch this video – https://www.youtube.com/watch?v=E8LI8QDREqI&feature=youtu.be

The TVC has been created by team Leo Burnett, led by Sachin Das Burma. Commenting on the campaign Sachin, said, ‘Thums Up has always been the drink of people who have a sense of restlessness and thunder within. Restlessness to get what they want, to go beyond, to achieve what they set their hearts and minds to. This year too, the campaign reflects the attitude of the brand, and the people who have made it the numero uno cola in our country. The thunder within the bottle reflects the thunder within an individual, waiting to be unleashed. The narrative this year is to showcase 'I will not settle for anything less' and the no-compromise belief of the Thums Up drinker. This is where the 'Main Hoon Toofani' philosophy comes alive. With never seen visuals we have a grand spectacle, which I am sure people are going to love’.

The new 360 degree campaign leverages mass media on larger than life OOH sites in the core markets of Thums Up. The campaign also leverages key social media platforms of Youtube, Facebook and Twitter.

Creative Team

Sainath Saraba: Leo Burnett
Sachin Das Burma: Leo Burnett
Eric Crossland: Cutting Edge Pictures
Billoo Sandhu: Cutting Edge Pictures

Production House

Music Composer: Samiruddin