Thums Up, India’s iconic soft drink brand owned by Coca-Cola, has unveiled a new campaign, ‘Main Hoon Toofani’ that builds on the power of ‘I’, an uncompromising attitude towards achieving individuals’ goals in life, and encourages its consumers to challenge themselves and unleash their true potential.
The ‘Main Hoon Toofani’ campaign by Leo Burnett India seeks out the new generation that has the attitude, commitment and potential to bring out any positive change. The new campaign is not restricted to the idea of bringing in a positive social change, but urges consumers to always be bold and daring and have the passion to bring out the real hero in them and succeed in life.
Continuing with this theme of masculinity approach, the new campaign shows Salman Khan taking on a new challenge to get his bottle of Thums Up. It reiterates the uncompromising attitude of the protagonist (Salman) when he sees empty bottles of Thums Up inside the fridge and doesn’t want to settle down for any other drink and he states ‘Jo Toofani Hotey Hain, Who Kuch Aur Ka Matlab Nahin Samajhtey’. Keeping everything aside he kicked-off a dirt bike to life and starts riding it on water, which leaves everyone amazed. His search for Thums Up ends when he sees a Thums Up truck and flies over it to grab his bottle mid-air.
Through the new campaign, the company strengthens the philosophy of believing in oneself and the power of ‘I’.
The TVC has been created by team Leo Burnett, led by Sachin Das Burma. Commenting on the campaign Das Burma, said, “Thums Up has always been the drink of people who have a sense of restlessness and thunder within. Restlessness to get what they want, to go beyond, to achieve what they set their hearts and minds to. This year too, the campaign reflects the attitude of the brand, and the people who have made it the numero uno cola in our country. The thunder within the bottle reflects the thunder within an individual, waiting to be unleashed. The narrative this year is to showcase ‘I will not settle for anything less’ and the no-compromise belief of the Thums Up drinker. This is where the ‘Main Hoon Toofani’ philosophy comes alive. With never seen visuals we have a grand spectacle, which I am sure people are going to love.”
The new 360 degree campaign leverages mass media on larger than life OOH sites in the core markets of Thums Up. The campaign also leverages key social media platforms of Youtube, Facebook and Twitter.