Thums Up announces 'Yeh Toofan' Campaign with brand ambassador Akshay Kumar

This summer, Thums Up, one of India's most iconic and the largest soft drink brand, is all set to storm fans with a new "Taste the Thunder' communication initiative- "Yeh Toofan'. In the latest campaign, Bollywood Super Star and Thums Up brand Ambassador, Akshay Kumar reminiscences about the several thunder packed action stunts for his favorite bottle of Thums Up. The communication takes the "I will do Anything for my thunder' attitude to the next level, where Akshay is seen, back in thick of action, performing some adrenalin pumping action such as crashing through the window of an exploding high rise, snatching a Thums Up bottle from jaws of a vicious alligator, taking on a mob of angry gangsters to swimming through strong rapids. This campaign breaks on mass media channels during the last week of February.

The exhilarating campaign shot in Kuala Lumpur, Malaysia attempts to highlight a gripping tale with series of daredevil acts by Akshay Kumar for his bottle of Thums Up. In his quest for his Thums Up, Akshay uses a combination of bold action and smart thinking to outwit all the challenges, demonstrating the daredevil attitude of a Thums Up lover.

According to Bollywood Superstar and Thums Up Brand Ambassador, Akshay Kumar, "Thums Up is India's most resilient iconic soft drink brand, and has a strong resonance with action, energy and a go-getting spirit. My association with Thums Up over the years has made me do some real exciting action and given me opportunities to push myself and indulge in extreme actions. The new campaign is packed with action, adventure and humor, where, I recollect the kind of daredevil stunts I have performed to get my bottle of Thums Up. I am sure my fans will like our new touch in the campaign and have a lot of fun watching this experience."

Conceptualized by Sainath Saraban, Executive Creative Director, Leo Burnett and directed by Director, Marco Kalantri from MAD Films, the communication brings out the whole idea of what length does a Thums Up lover go to grab his precious bottle of Thums Up. In-addition to leveraging mass media, integrated communication plan will also be complimented by a range of on the ground initiatives - road shows and contests across all key markets.

According to Srinivas Murthy, Director - Marketing, Coca-Cola India, "The latest communication further builds on the core values of the brand and takes the whole idea of "I will do anything for my thunder' to the next level. The Thums Up drinker indulges in adrenalin pumping action to get a bottle of his favorite soft drink - Thums Up because he loves to do it and not because he has to. To bring out this element, the latest campaign shows Akshay Kumar recounting all the action packed adventures he underwent to get his bottle of Thums Up. The communication showcases the journey and kind of action that Akshay took chasing his "Thums Up'. I am sure that this new communication will strike a chord with the Thums Up consumers."