New Delhi: Thums Up, Coca-Cola India’s iconic billion-dollar brand, has unveiled its latest campaign, “Biryani Ek Nahi, Do Haath Se Khaate Hai”, starring Bollywood superstar Shah Rukh Khan and Telugu cinema legend Jagapathi Babu. The campaign celebrates India’s love for biryani and Thums Up, transforming the pairing into a cultural ritual that encourages consumers to slow down, savor the flavors, and fully live the moment.
Over the past three years, Thums Up has nurtured the pairing of biryani and its signature fizzy drink into a celebrated social ritual. With its bold taste and fizz, the beverage has become the go-to accompaniment for India’s diverse biryani culture, elevating a simple meal into a shared cultural experience.
Directed by acclaimed filmmaker Karthik Subbaraj, the TVC opens with a tense standoff between Shah Rukh Khan and Jagapathi Babu, which evolves into a “Toofani” moment when biryani and Thums Up arrive.
Commenting on the campaign, Sumeli Chatterjee, Category Head – Sparkling Flavours, Coca-Cola India & Southwest Asia, said, “Thums Up has always stood for moments that are bigger than the ordinary. Over the last three years, we’ve shaped the biryani-Thums Up pairing into a distinct ritual. In 2023, we launched the Toofani Biryani Hunt series which received immense love from fans across the country. Now, we’re taking this further, cementing Thums Up and biryani as social currency. It’s become a cultural signal, one that people want to share, repeat, and make their own.”
Shah Rukh Khan added, “In India, we love to debate which Biryani is the best, Hyderabadi, Lucknowi, or Kolkata, but what’s undisputed is the way we enjoy it. You don’t rush biryani; you complement it with a Thums Up and let the flavors explode.”
Telugu cinema icon Jagapathi Babu said, “Biryani is not just a dish where I come from, it’s a tradition. You take your time with it, the aroma, the spices, every bite has its own story. And when you’ve got a Thums Up to go with it, that story always has a perfect ending.”
Kalpesh Patankar, Group CCO, VML India, explained, “This campaign redefines the biryani experience, transforming it into a bold new ritual where one hand simply isn’t enough. We invite India to put aside all distractions, pick up their favorite biryani with one hand, grab a toofani Thums Up with the other, and indulge in an unforgettable affair. Because biryani and Thums Up aren’t just a meal, they’re a powerful celebration of togetherness.”
The integrated campaign will roll out across TV, digital, social, and on-ground touchpoints, including consumer engagement platforms offering exclusive biryani vouchers. With this initiative, Thums Up reinforces its position as a brand that celebrates India’s love for bold flavors and shared experiences, making every biryani meal a “toofani” moment.
