MUMBAI: Thums Up has launched it’s new communication featuring its brand ambassador Akshay Kumar in a new TV commercial.
The communication takes the ‘I will do Anything for my thunder’ attitude to the next level by showcasing Kumar in the aftermath of the daredevil feat with Thums Up. The ad, shot in Kuala Lumpur, attempts to answer "Why a Thums Up lover would go to any extent to get his bottle of Thums Up?" The communication demonstrates the excitement of Kumar after he gets his favorite soft drink – Thums Up in after the enthralling action, aptly expressed by the tagline – Mil Gaya Boss! (Got It).
Kumar said, "The latest Thums Up campaign showcases the aftermath of the action packed chase for the bottle of Thums Up. Thums Up is all about energy, action and a go-getting spirit and these are the qualities which I closely identify with. Over the years, Thums Up has given me remarkable opportunities to push myself and indulge in extreme actions. It has been a great experience for me. I am sure that Thums Up consumers and my fans will like our new touch in the latest Thums Up campaign."
Conceptualized by Leo Burnett executive creative director Sainath Saraban and directed by Malaysian director Farouk Aljoffery, the communication campaign brings out the whole idea of what a Thums Up lover does when he is got his precious bottle of Thums Up after an action-filled chase. In-addition to leveraging mass media, integrated communication plan will be complimented by a range of on the ground initiatives – road shows and contests across all key markets.
Coca Cola India director – marketing Kashmira Chadha said, "Thums up has always been associated with action, attitude and adventure – a positioning that has made Thums Up India’s biggest soft drink brand. 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 new communication features the aftermath, once Akshay Kumar has got his bottle favorite of Thums Up. I am sure that this new communication will strike a chord with the Thums Up consumers."