Conceptualized by Leo Burnett, the campaign features Superstar and Thums Up Brand Ambassador in the South, Mahesh Babu
BestMediaInfo Bureau | Delhi | March 26, 2012
This summer,Â ThumsÂ UpÂ fuels its consumers toÂ âLive the ThunderâÂ and unlock theÂ new code of masculinityÂ with its latest âAaj kuch toofani kartey hainâÂ campaign. Through this campaign,Â ThumsÂ Up - Indiaâs most iconic and largest soft drink brand, is once again leading the pack by encouraging its loyal consumers to adopt Bold Leadership and push boundaries, promising them some power packed action, dazzling energy and inspiring leadership with its new exciting ensemble cast.Â ThumsÂ Upâs new summer campaign for 2012 features one of Indiaâs biggest action movie stars, Mahesh Babu, top model turned actor, Sahil Shroff, winner of Khatron ke Khiladi 2011, Dhaval Thakur, and the bold and beautiful Kingfisher Calendar Girl Angela Johnson.
The exciting campaign shot inÂ Bangkok,Â attempts to highlight a gripping tale with a series of daredevil acts by Mahesh Babu and his team, who useÂ ThumsÂ Up as a fuel to achieve their mission to do something âToofaniâ. Mahesh, as the leader of the pack, inspires his team to use a combination of bold action, smart thinking and team effort to outwit all the challenges, demonstrating the Bold Leadership and daredevil attitude of aÂ ThumsÂ Up lover. This campaign marks the evolution of theÂ ThumsÂ Up man from being the âAngry Young ManâÂ to theÂ âCool Risk TakerâÂ then the followerÂ ofÂ âPlayful MasteryâÂ and now theÂ advocate of Bold Masculine Leadership.
Todayâs generation of Indian youth crave the admiration and following of their peers. They desire to lead the pack and show them the way. The newÂ ThumsÂ Up campaign,Â âAaj kuch toofani kartey hainâ builds on this insight and showcases the evolution of theÂ ThumsÂ Up Man as the crusader of Bold Masculine leadership. Now theÂ ThumsÂ Up man is no longer âChasing the Thunderâ but âLiving the Thunderâ
Speaking about his experience,Â Superstar and Thums Up Brand Ambassador in the South, Mahesh Babu said, âThumsÂ Up is Indiaâs most resilient iconic soft drink brand, and has a strong resonance with action, energy and a go-getter spirit. My association withThumsÂ Up over the years has made me do some real exciting action and has given me opportunities to push myself and indulge in extreme action. The new campaign is very exciting and it has been a great experience shooting for this campaign. I hope our viewers will see that translate on the screenâ.
Conceptualized byÂ Leo Burnett, the TVC has been directed by famous Hollywood action director, Nick Livesey,Â who was part of Hollywood blockbusters like Black Hawk Down, Gladiator and Hannibal.Â The thumping and inspiring AnthemÂ for the campaign has been composed by theÂ lyricist duo of Ram Sampath and Amitabh BhattacharyaÂ of Delhi Belly fame.Â The campaign will be amplified through a 360 degree integrated communication plan.
Commenting on the film,Â Sainath Saraban, Executive Creative Director, Leo Burnett, said, âThumsÂ Up campaigns are about ultimate adventure and daring stunts that reflect the brandâs persona. The newÂ âAaj Kuch Toofani Kartey HainâÂ campaign with Mahesh Babu, Sahil Shroff, Dhaval Thakur and Angela Jonsson has been designed to give the consumers a differentiated and thrilling experience. Shooting this campaign was extremely challenging and exciting and what added to the stature of the stunts was the direction by renowned Hollywood action director, Nick Liveseyâ.