After Salman, Thums Up gets Ranveer Singh for a ‘Toofani’ act

27 Dec,2016

By A Correspondent


Topselling cola Thums Up released its commercial starring actor Ranveer Singh, continuing with the ‘Toofani’ theme which had megastar Salman Khan as brand ambassador. The ‘Main Hum Bhi Hoon, Aur Khaas Bhi’ campaign is the second rendition of the creative expression – ‘Main Hoon Toofani’ which was launched early this year, notes a communiqué, adding: based on the idea of celebrating the ‘Khas’ in ‘Hum’, the campaign seeks to inspire its consumers to unleash their toofani or heroic spirit. It may be recalled in October this year, it was revealed that Salman Khan will no longer be endorsing Thums Up. Both Coca-Cola India, owners of the Thums Up brand, and Salman Khan had then issued a joint statement noting that since Salman Khan was committed to an existing relationship with a daily TV show, which this year happens to be sponsored by a brand that competes with the Coca-Cola India product portfolio In light of this, both parties have mutually decided not to renew their current contract.


Launching the new Thums Up campaign, Debabrata Mukherjee, Vice President, Marketing, Coca-Cola India and South West Asia said, ‘Thums Up advertising is set apart by its energetic, fast-paced and stylishly rendered action. Ranveer Singh, with his palpable energy and inimitable style, will help amplify the aspirational quotient of the brand. Ranveer embodies the Thums Up philosophy in his personal life – an uncompromising attitude towards achieving one’s goals. We are confident that this partnership will work towards fulfilling the brand’s objectives.”


The campaign has been conceptualised by Leo Burnett, led by National Creative Director Sachin Das Burma and has been launched through a film directed by acclaimed Hollywood director Simon West. West is known for his work in blockbusters like Con Air and Expendables 2.


Commenting on the campaign, Burma, said: ‘It is a fact that nobody is born a Toofani, it is what you do in the face of adversity that makes you one! Real Toofani exists in everyone, it’s just that we need to recognize it and work towards achieving our goals. Following the brand’s philosophy of believing in oneself and inspiring people to unleash their true potential, the campaign focuses on the hero spirit that resides in every Thums Up drinker. It was a great learning experience working with someone of Simon’s caliber, as all the action sequences in the film are live and look nothing short of an action-packed rollercoaster ride.”


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