Thums Up's new campaign with SRK "Jab bhi khao biryani, make it toofani!"

Here’s a quick look at Thums Up’s second TVC featuring the Bollywood actor.
It has been almost a year since Thums Up, a 'strong' soft drink, formed a partnership with Bollywood actor Shah Rukh Khan. The company’s second ad, featuring Khan, has been making the rounds on the Internet lately.
‘Jab bhi khao biryani, make it toofani!’ is the brand's tagline for its second ad with Khan. The tagline defines the campaign pretty accurately.
This 30-second ad campaign features Khan enjoying a biryani at an eatery. He is approached by a waiter, who asks him whether he would like a soft drink with his meal.

Khan’s response, roughly translated into English, is: “You don’t drink a soft drink with a biryani. You drink toofan!”
Interestingly, the brand has just now begun to air the advertisement on television. Thums Up's social media accounts have not yet been made public. However, because of the growing buzz surrounding Khan's next film "Pathaan," online users are sharing footage of the TVC on sites like Facebook and Twitter.
The influence of ‘Pathaan’ on the latest ad is minimal compared to Thums Up’s first ad. The first ad, which is 75 seconds long, shows Khan watching his movie. The movie featured in the ad has action sequences very similar to what audiences are expecting in ‘Pathaan’. While watching the film, Khan is asked by a waiter whether he'd like a soft drink, i.e., Thums Up. Khan corrects him, by saying, “Soft drink nahin, toofan!”
Thums Up has linked its branding with the idea of ruggedness over the years. This is the first time it has attempted to make a connection with biryani.
As per leading food delivery apps Swiggy and Zomato, biryani was the most ordered food item in the country in 2022. Swiggy reported that 137 biryani orders were delivered every minute via its platform throughout 2022, as compared to Zomato’s 186.