thums up ad campaign

.....Enthralling action, shot By Malaysian Director, Farouk Aljoffrey - All part of an integrated communication campaign, launched for the summer of 2008

Latest Thums Up campaign brings out the

"I Will Do Anything For My Thunder " attitude of the Indian male.
The 2008 Thums Up campaign all set to redefine the term – “Pulsating Action”
Features Mahesh Babu, the young, charismatic sensation of Andhra Pradesh in an adrenalin pumping, car chase action for his bottle of Thums Up.

Integrated campaign shot on a never-before seen scale in Kuala Lumpur, Malaysia
In-addition to leveraging mass media, Integrated communication plan to be complimented by a range of on the ground initiatives - road shows & contests across all key markets
Campaign, all set to roll out in early March ‘08, has been conceptualized by Leo Burnett’s Executive Creative Director Sainath Saraban and directed by Farouk Aljoffrey from Malaysia., with background music composed by Ram Sampath.

21 Feb 2008 , Delhi : Unleashing an action packed look this summer season, Thums Up, India’s largest Cola brand will storm its fans with a daredevil car chase action, as part of the new look “Taste The Thunder” campaign.

The launch of the new integrated marketing communication plan includes airing of a powerful TV commercial, featuring “Mahesh Babu”. The Thums Up brand ambassador, in a new look is seen driving through the streets of Kuala Lumpur, Malaysia - all for his bottle of Thums Up. The 2008 integrated campaign brings out the “Anything For Thunder” attitude of the Indian male.

The latest initiative follows up the immensely successful and award winning brand communication in 2007.According to Kashmira Chadha, Director Marketing, Coca-Cola India “The latest ‘Thums Up campaign aims at portraying the anything for my thunder attitude of the Indian male.

He is a person who will do anything to get his favorite soft drink. Nothing can come in between him and his Thums Up. To drive this message, an integrated communication plan, involving both above and below the line initiatives are being rolled out”.Conceptualized by Leo Burnett’s Executive Creative Director Sainath Saraban and directed by Malaysian Director Farouk Aljoffrey, the film has been brought to life after nearly a week’s grueling film shooting schedule.

According to Mahesh Babu, the charismatic sensation of Andhra Pradesh, “It feels great to be associated with a brand like Thums Up. It is a brand which is all about energy and a go getting spirit, these are qualities which I closely identify with. What excites me even more is the thunderous taste experience offered by Thums Up. It is an experience which I am sure, would find a special appeal amongst all my fans.”Story Board.......Thums Up Taste The ThunderThe TV commercial revolves around a pulse racing car chase by Mahesh Babu to get his bottle of Thums Up, which is lodged in a truck. How Mahesh manages to maintain his breath taking speed in the tight and restricted lanes with his complete mastery over the car resulting in some breathtaking stunts forms the essence of the story.

Commenting on the film, Sainath Saraban, Executive Creative Director, Leo Burnett, said “A Thums Up drinker’s thirst for his Thums Up is very different from any other thirst, which is why the challenge this time was to do something bigger and better than last year. And in this film we feel we have something that truly lives up to the stature of Thums Up. The car stunts are amazing in this film, but the most interesting part of this commercial is its ending. It’s unlike any other Thums Up film you would have ever seen.”