Thums Up's World Cup campaign leverages the passion of Indian cricket fans

As the official beverage partner of the ICC, Coca-Cola has launched a campaign, ‘Toofan Uthao, World Cup Jao’ for Thums Up.

The campaign aims to address the inner dilemma of every cricket fan around which team will win the ICC Cricket World Cup this year.

The campaign film has been conceptualised by Ogilvy.

Recognising that cricket is a unifying force in our country, the campaign leverages the passion of Indian cricket fans, who also consider themselves to be experts with their distinct points of view on the upcoming World Cup.

With India proudly hosting the World Cup, the homegrown brand invites fans to predict the winning team. By purchasing Thums Up, finding a unique code, and collecting digital victory coins, consumers can stand a chance to watch the game live.

To add another layer of excitement to the campaign, Thums Up's iconic split can package represents the dilemma of fans on the World Cup winner.

Tish Condeno, Senior Category Director, Sparkling Flavors, Coca-Cola India and South-West Asia, said, “Amidst the excitement building up for the World Cup this year, the first phase of our integrated campaign ‘Toofan Uthao, World Cup Jao’ embraces India’s love for cricket and empowers fans to voice their support for their favourite cricket team. Coupled with our split can packaging, Thums Up becomes the pulse of the nation during the ICC World cup.”

Cricket commentator Harsha Bhogle said, “I am absolutely thrilled to be a part of this captivating campaign for the ICC World Cup 2023, Thums Up's 'Toofan Uthao, World Cup Jao'. It’s always an exhilarating experience to witness the passion of Indian cricket fans, and the campaign promises to elevate the excitement to greater heights.”

Ritu Sharda, CCO at Ogilvy India (North), said, “This world cup, India will win or will India win, this is the debate that is stirring up a toofan in every Indian’s mind. As we stand by our team and believe they will win, we can’t help but wonder about the form and calibre of the other heavyweights that will make this world cup a nail-biter. In a very Thums Up way, this is the debate we’ve captured for our big ICC Men’s Cricket World Cup 2023 campaign. As the official beverage partners, we’ve launched an all-platform campaign that starts with the debate right here on our cans and gets more toofani as the World Cup comes closer. This is part one, stay tuned for more toofan.”

The film:

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