Thums Up's 'Charger Dena' campaign for 'Charged' features Vijay Deverakonda

Thums Up has unveiled the ‘Charger Dena’ for ‘Charged’ by Thums Up featuring actor Vijay Deverakonda.

The new campaign for Charged by Thums Up - ‘Charger Dena’ sparks a refreshed energy and exuberance to kickstart the summer season, featuring Deverakonda.

Tish Condeno, Senior Director, Sparkling Flavors Category, Coca-Cola India and Southwest Asia, said, “Being a market leader in the sparkling category, Thums Up is committed to innovating for the ambitious, audacious, and authentic youth of India. ‘Charged’ by Thums Up furthers the brand’s philosophy by offering that refreshed ‘kick’ to the young hustlers and go-getters. The power-house Vijay Deverakonda exemplifies the same vigor and spirit as the brand, and we are thrilled to have him on board with us.”

Deverakonda said, “Thums Up to me has always been all about the bold and adventurous spirit, ever since my childhood and while growing up. I am proud to associate with a legacy brand that personifies courage and dynamism to the vibrant Indian youth. ‘Charged’ by Thums Up is indeed India’s new electrifying beverage that gives that extra kick and charges you up to keep rolling!”

The ‘Charger Dena’ campaign has been brought to life via integrated efforts across TV, social, digital, and OOH. Conceptualised by Ogilvy, the campaign brings alive the concept of charging oneself to fight challenges and adversities head-on. It is all about being courageous, energised and staying undefeated even in the face of adversity.

Ritu Sharda, Chief Creative Officer, Ogilvy India (North), said, “There are a lot of high energy moments in a youth’s life that need charging, and we want them to make the most of it by doing one simple thing, go to a store close-by and say: “charger dena”. This is the new Charged by Thums Up campaign, brought alive by Vijay Deverakonda in a completely different verse. We re-imagined him as an avatar in the gaming world, who takes on the familiar game-world baddies. Done to perfection by the awesome Abhinay Deo, just watch it and get Charged.” 

This is the new Charged by Thums Up campaign, brought alive by Deverakonda in a completely different verse. He has been re-imagined as an avatar in the gaming world, who takes on the familiar game-world baddies.

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