In each one of us, there is a doubter and there is a believer. Sometimes one takes over the other, and sometimes it’s the other way around. Shah Rukh Khan has a similar dilemma. While one part says team India is sure to lift the World Cup trophy, the other is at odds, claiming what if the team makes a mockery of itself.
However, the believer always wins, for what is life without faith. Thums Up’s campaign has Shah Rukh Khan playing both roles, showing off the internal tussle we all go through. The campaign has been conceptualised by Ogilvy India.
Ritu Sharda, Chief Creative Office, Ogilvy India (North), said, “Cricket is a wave that rides on pure emotion. When the team is playing well, we all rally behind the team, and suddenly with one bad performance, we lose all hope. It’s intense. It’s almost like there are two sides within all of us, constantly pushing against one another. The doubter and the believer. This is exactly the emotion we’ve played out in our latest campaign with SRK bringing to life this struggle of the mind and heart.”
Tish Condeno, Senior Category Director (Sparkling Flavours), India & South-East Asia, The Coca-Cola Company, said, “We believe that the ICC Cricket World Cup is the biggest sporting event for the country. Partnership with the ICC provides us with a unique opportunity to unite our customers, consumers, brands, and cricket through diverse engagement formats. Our collaboration with SRK as the ‘Voice of Belief’ for Thums Up’s association with ICC World Cup campaign embodies our commitment to turning every doubt into an unwavering belief.”
CREDITS
Agency: Ogilvy
Chief Creative Officers, Ogilvy India: Kainaz Karmakar, Harshad Rajadhyaksha, Sukesh Nayak
Chief Creative Officer, Ogilvy India (North): Ritu Sharda
Creative Team: Shailender Mahajan, Kingshuk Dey, Rishi Pande, Vishal Yadav & Shivi Bhatt
Account Management Team: Priyanka Walia, Priya Azad, Kritika Vasan & Ritik Ranjan
Planning: Rohitash Srivastava, Pritish Mukherjee & Abhisek Patnaik
Production House: Good Morning Films
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