Actor Vijay Deverakonda features in Thums Up's new action-packed campaign

Thums Up, Coca-Cola India’s homegrown brand, has teamed up with the South actor Vijay Deverakonda to present the new campaign for the brand.

The action-packed campaign featuring the South superstar, builds on Thums Up’s distinctively strong taste and experience.

Thums Up has been saluting the heroes who have overcome all the odds to reach where they are today. The brand stays committed with its deep association with the Olympic, Paralympic Games and cricket, and continued partnerships with Indian athletes.

This new campaign exemplifies the brand’s core values of displaying unwavering tenacity in the face of adversity while bringing forth uninterrupted entertainment through a delightful display of action.

The campaign proclaims ‘Soft Drink nahin, Toofan’ as it aims to connect with millions of Indians who are truly resilient, rise above all challenges that cross their paths, work hard to overcome all odds, to become heroes in their own fields.

Sumeli Chatterjee, Head - Integrated Marketing Experiences (IMX), Coca-Cola India, said, “Thums Up is uniquely loved for its strong taste and our continued commitment to celebrate courage to strive for our dreams. This #ThumsUpStrong campaign builds on its intrinsic (product) differentiator of strong taste, as it urges the audiences to believe in their inner strength to aim for their #PalatDe moments. The ‘never back down’ attitude of Thums Up is aptly woven into the emotion of Toofan (thunder) and depicted through the upside-down bottle action.” 

Deverakonda said, “Thums Up holds a special place in my heart. Growing up, it was always my go-to beverage. Hot summers, play through the day, drink Thums Up, Refresh. The fizzy and strong taste of this drink is unparalleled and was the best pairing with Biryani. I am excited to be the new face of Thums Up, a brand that continues to stand for hard work, determination, agility and resilience.”

Sukesh Nayak, Chief Creative Officer, Ogilvy India said, “The big idea to land strong drink for me is the repositioning of the commonly used word ‘soft drink’. An iconic brand like Thums Up which stands for the ‘never give up attitude’ deserved a separate word to be called out as, hence, ‘soft drink nahi, toofan’. Vijay stands for toofan and we are thrilled to have him partner with us to bring this idea to life in full on toofani style.”

"If you’re a Thums Up lover, and most of us are, you know it’s anything but ‘soft’. So we’ve pulled it out of the soft drink category and put it in a category of its own: its ‘soft drink nahin, TOOFAAAAAAN’! The distinct strong taste of Thums Up, the toofaan that it creates needed an equally toofani face to it. So, whistle podu for the much loved ‘rowdy’ Vijay Deverakonda. A toofan for the toofan!" says, Ritu Sharda, Chief Creative Officer, Ogilvy India (North).

The campaign which shows Deverakonda fighting against his captors to emerge victorious, will be brought to life via an integrated campaign across TV, social, digital, OOH.

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