After a hiatus, brand Shah Rukh Khan is back with a bang. The new Thums Up ad ‘featuring SRK where he is seen in his imitable action-hero avatar, performing breath-taking stunts on top of a train is creating ‘toofan’ on social media platforms.
The homegrown brand from Coca-Cola- Thums Up has partnered with Shah Rukh Khan, to present the #ThumsUpStrong platform. The actor is seen sporting looks from his forthcoming action movie Pathan. In the new campaign, Shah Rukh Khan asserts ‘Soft Drink Nahin, Toofan’ as he implores the audiences to stay resilient and strong in pursuit of their dreams. SRK repeats the upside-down bottle action of #PalatDe, SRK shared the ad on his official Twitter handle with the caption, ‘Naam toh suna hoga Meri Jaan? Isko soft nahi kehtey, kehtey hai toofan’, which is trending on Twitter now.
Naam toh suna hoga meri jaan? Isko soft nahi kehtey, kehtey hai toofan.
Thums Up. Soft Drink Nahin, Toofan.⚡@ThumsUpofficial#Toofan #ThumsUpStrong pic.twitter.com/OXdKfCI1OL
— Shah Rukh Khan (@iamsrk) February 22, 2022
“Thums Up has a deep partnership with the Olympic Games, Paralympic Games and cricket, and salutes the spirit of real heroes who stay true to their determination to achieve their dreams and challenge every odd that life throws at them. Teaming up with King Khan, the brand amplifies this core value and adds action-packed cinematic storytelling with SRK portraying both reel and real-life hero in the ad-film,” said a press statement from Coca-Cola.
Commenting on the new campaign Sumeli Chatterjee, Head – Integrated Marketing Experiences (IMX), Coca-Cola India & Southwest Asia said, “Thums Up is a 45-year young brand that has always inspired millions to stay committed to their dreams. When we launched #PalatDe last year, the upside-down bottle of Thums Up became symbolic of the #PalatDe spirit – turning down every naysayer who cast a doubt on your ability. Building on this platform, we are thrilled to team up with Shah Rukh Khan to tell the story of the #ThumsUpStrong spirit. The strong unique taste of the brand is naturally weaved into strength as an emotion that urges the drinkers to stay strong and believe in their dreams.”
Shah Rukh Khan said, “I am exhilarated to be representing India’s most iconic brand – Thums Up, as it resonates perfectly with my perspective of never giving up, irrespective of the many challenges life may throw at us. It is this attitude that transforms each one of us into a hero in our fields. This campaign is truly special for me, as it gave me the chance to perform some cool stunts and action sequences which I thoroughly enjoyed.”
Ritu Sharda, Chief Creative Officer, Ogilvy India (North) said, “Thums Up is not a soft drink, its toofaan. And as Thums Up moves out from the soft drink category to a category of its own, we partnered with the biggest toofan to talk about this move. With signature toofani stunts and thrills, this is SRK on a train but like never before.”
Sukesh Nayak, Chief Creative Officer, Ogilvy India says, “A toofaan is stirred when the King of Bollywood joins hands with the ‘Soft drink nahi, toofaan’ called Thums Up. We are very thrilled to have SRK as our partner, on this exciting journey of reinventing this iconic brand.”
The breathtaking campaign will be brought to life via an integrated campaign across TV, social, digital, shopper and OOH.
