Mumbai: India’s iconic billion-dollar beverage brand Thums Up has launched a new high-energy ‘Taste the Thunder’ anthem featuring Hanumankind and Vishal Dadlani, bringing together the worlds of hip-hop and rock to celebrate the brand’s signature toofani spirit.
Built around the powerful line “Aaj Kuch Toofani Kartein Hain”, the anthem captures raw, unapologetic energy and youthful attitude, reinforcing Thums Up’s bold and intense brand personality. The collaboration strengthens the brand’s connection with youth culture while positioning it as a contemporary cultural force.
Conceptualised by WPP Ogilvy and produced in collaboration with Universal Music Group, the anthem blends musical influences and cinematic storytelling. Hanumankind brings the edge of India’s new-age hip-hop movement, while Vishal Dadlani lends his cross-generational rock resonance. The track is composed by Sushin Shyam, with Hindi lyrics by Varun Grover, and directed by Bijoy Shetty.
The anthem premiered at an invite-only press and creator showcase in Mumbai, attended by Hanumankind, Vishal Dadlani, Bijoy Shetty, Sushin Shyam, and Varun Grover. The film delivers striking visuals aimed squarely at India’s youth, with Hanumankind’s English rap adding a fearless layer to the anthem’s high-voltage tone.
The campaign also features leading cricketers Suryakumar Yadav and Rinku Singh, strengthening Thums Up’s long-standing association with cricket. The anthem anchors the brand’s summer campaign and will roll out during the ICC Men’s T20 World Cup, integrating cricket, cinema, and music into a multi-platform marketing push.
Greishma Singh, Vice President, Marketing, Coca-Cola India and Southwest Asia said, “Young consumers are increasingly moving from passive viewership to active participation. They seek moments that pull them in, move fast, and feel real. That belief has shaped the ‘Taste the Thunder’ anthem. ‘Aaj Kuch Toofani Karte Hain’ is a shout out for shared energy, friends coming together, instinct kicking in. All things Toofani!”
Sukesh Nayak, Chief Creative Officer, Ogilvy India, said, “Today’s youth aren’t just spectators—they are the main event. They crave experiences that are fast, visceral, and unapologetically real. And they are not willing to push it or defer it to kal – tomorrow’, this experience is to be lived and lived together and lived now. This hunger for action is the pulse of the ‘Taste the Thunder’ anthem. ‘Aaj Kuch Toofani Karte Hain’ isn’t just a tagline; it’s a rallying cry for shared adrenaline, instinctive moves, and the raw energy of friendship. It is the definition of Toofani”
Devraj Sanyal, Chairman & CEO, India and SVP Strategy, Africa, Middle East & Asia, Universal Music Group added, “Thums Up turning 49 isn’t nostalgia — it’s momentum. Bringing Hanumankind’s raw energy together with Vishal Dadlani’s iconic voice, produced by the legendary Sushin Shyam, and Hindi lyrics by the masterful Varun Grover, felt like culture colliding with conviction. What we’ve created isn’t just a new version of a jingle — it’s a statement. Shot with insane intent by the madly talented Bijoy Shetty, powered by Early Man Films. For me to create something so unapologetically powerful isn’t just a celebration — it’s thunder redefined. Proud doesn’t even begin to cover it.”
Vishal Dadlani said, “What made this collaboration fun was how different our musical worlds are. We didn’t try to tame those differences or force them into one neat sound. The whole point was to spark off each other and create something toofani. That’s where the real rush comes from, and that’s what gives the song its personality.”
Hanumankind said, “The song came to us easy. The version you are all hearing is very close to what came to us the first time we were in the studio. We got some good heads together for this one, and now we’re here.”
Bijoy Shetty said, “We looked at what has always defined the world of Thums Up: The need to step beyond to feel something. Everything you see in the film is meant to keep the energy rising with the music for the viewers.”
Alongside the anthem, Thums Up has also introduced a refreshed visual identity and logo — its first major visual evolution in over two decades. Designed to be sharper and more dynamic, the new look reflects the brand’s enduring confidence and intensity, reimagined for today’s youth culture.
