Thums Up Charged launches a new campaign with Ranveer Singh

As the new Thums Up Charged makes it way to shelves across India, Coca-Cola India, one of the country’s leading beverage companies,launched a new campaign –#TakeCharge featuring ever-energetic actor and Thums Up brand ambassador -Ranveer Singh.

The new campaign for ThumsUp Charged builds further on Thums Up’s unique expression of masculinity and belief that heroism is a choice for us to make and an opportunity for us to take. The campaign conveysthat for any challenge that demands heroic action, the hero needs to get charged to rise up to that occasion.

The TVC opens to an international car race event where theprotagonist is seen ready to hit the track in his car which is inscribed with the ThumsUp Charged logo. Focused on victory, with his ThumsUp Chargedby his side, he starts maneuvering his way past the other cars. Justas he’s about to take the lead, the car in front of him loses control and brings our car to a halt. Shaken but determined,the protagonist takes a gulp of his ThumsUp Charged and sets off to finish the race. As he charges ahead and victory is almost in sight, his gearbox jams. Epitomising the ‘Never Give Up Ever’ attitude, he puts his car in reverse and races to victory in a photo-finish. 

The #TakeCharge campaignreinforces Thums Up as the metaphor for uncompromising attitude. This‘toofani’ brand has always encouraged consumers to challenge themselves and unleash their true potential.With this campaign, the brandurges consumers to adopt a ‘Never Give UpEver’ attitudetosucceed in life.

Commenting on the launch of the new campaign, Ajay Bathija, Director, Colas Marketing, Coca-Cola India & South West Asiasaid, “ThumsUp TVCs are all about seeking thrill, adventure, exhilaration and excitement and Ranveer Singh as a brand ambassador embodies all of that perfectly. The ‘#TakeCharge’ campaign is about taking the controls of life in one’s hands and overcoming adversitiesby not giving up hope. Our TVC captures this attitude and we are confident that the campaign will resonate well with all Thums Up lovers.”

Speaking about the TVC actor Ranveer Singh said, “I distinctly remember when I first tasted toofaniThums Up and since then it has become my favourite cola.It’s an honour to be the face of this brand.The ‘Take Charge’ campaign is very close to my heart as I constantly push boundaries and don’t believe in quitting when a challenge is thrown my way. Challenges keeps me going in life and make me strive harder to achieve my goals. I thoroughly enjoyed being a part of the campaign, it was an invigorating experience to perform as a car-racer.” 

Commenting on the TVC, SainathSaraban,Creative Head, Leo Burnett, said “Thums Up Charged is Thums Up with extra thunder in it - just the kind of push that somebody needs to take his or her achievement to the next level. Even though the story is set in a massive car race that makes for grand theatre, it is an intensely personal journey about how a huge victory starts within your own self.When I wrote this film, I wanted to leave the viewer with a message that worked at a product level and was inspirational as well. If there’s one thing we want people to do after being exposed to this communication, it is to - #TakeCharge.”

#TakeCharge isa 360 degree campaign that will leverage mass-media on larger-than-life Outdoorsites in the core markets of Thums Up. The campaign also leverages key social media platforms of Youtube, Facebook,Twitter and Instagram.

ThumsUp Charged is the first-ever variant of Thums Up that was recently launched by Coca-Cola Indiato celebrate 40 years ofThums Up. Coca-Cola India has planned year-round celebrations on the successful completion of Thums Up’s 40 years in India. The company will be rolling out a series of initiatives including consumer-led engagement campaigns along with exciting marketing campaigns with its brand ambassadors through digital, social, traditional, and outdoor media channels.

Creative Team on the new Thums Up campaign

 

  • Agency: Leo Burnett
  • Creative Head: SainathSaraban
  • Production House: Picture Perfect
  • Post Production House: Universal Production Partners
  • Director: Marco Kalantari
  • DOP: Alexander Witt
  • Music: Ram Sampath
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