Thums Up ropes in Shah Rukh Khan for a 'toofani' campaign

Thums Up, Coca-Cola India’s homegrown brand has partnered with Bollywood actor Shah Rukh Khan, to present the #ThumsUpStrong platform. Conceptualised by Ogilvy, the campaign celebrates the coming together of two iconic Indian names – the carbonated beverage Thums Up, and Khan.

After many years, SRK is seen in an action-hero avatar, performing breathtaking stunts on top of a train, which promises to be a pure delight for the fans.

As per the Thums Up, it has launched the campaign to celebrate the key milestone of becoming one-billion-dollar brand. The campaign builds on its distinctive strong taste that is loved by drinkers since inception.

Teaming up with King Khan, the brand amplifies this core value and adds an action-packed cinematic storytelling with SRK portraying both reel and real-life hero in the ad-film.

Sumeli Chatterjee, Head - Integrated Marketing Experiences (IMX), Coca-Cola India and Southwest Asia, said, “Thums Up is a 45-year young brand that has always inspired millions to stay committed to their dreams. When we launched #PalatDe last year, the upside-down bottle of Thums Up became symbolic of the #PalatDe spirit - turning down every naysayer who cast a doubt on your ability. Building on this platform, we are thrilled to team up with Mr Shah Rukh Khan to tell the story of the #ThumsUpStrong spirit. The strong unique taste of the brand is naturally weaved into strength as an emotion, that urges the drinkers to stay strong and believe in their dreams.”

In the new campaign, Khan asserts ‘Soft Drink Nahin, Toofan’ as he implores the audiences to stay resilient and strong in pursuit of their dreams. SRK repeats the upside-down bottle action of #PalatDe, which is now the Thums Up’s signature style to turn down the naysayers. 

Khan said, “I am exhilarated to be representing India’s most iconic brand – Thums Up, as it resonates perfectly with my perspective of never giving up, irrespective of the many challenges life may throw at us. It is this attitude which transforms each one of us into a hero in our own fields. This campaign is truly special for me, as it gave me the chance to perform some really cool stunts and action sequences which I thoroughly enjoyed.”

The campaign will be brought to life via an integrated campaign across TV, social, digital, shopper and OOH.

 Ritu Sharda, Chief Creative Officer, Ogilvy India (North), said, “Thums Up is not a soft drink, its toofaan. And as Thums Up moves out from the soft drink category to a category of its own, we partnered with the biggest toofan to talk about this move. With signature toofani stunts and thrills, this is SRK on a train but like never before.”

Sukesh Nayak, Chief Creative Officer, Ogilvy India, said, “A toofaan is stirred when the King of Bollywood joins hands with the ‘Soft drink nahi, toofaan’ called Thums Up. We are very thrilled to have SRK as our partner, on this exciting journey of reinventing this iconic brand.”

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