Mumbai: Thums Up, the homegrown beverage under Coca-Cola has announced its Toofani campaign, ‘Soft Kya Jaane Toofan ka Swaad’ featuring actor Kichcha Sudeep. The campaign looks to embody the adventurous spirit and taste of Thums Up. The goal is to ignite Toofan amongst consumers and inspire individuals to tap into their inner strength with an indomitable spirit.
The new campaign retains Thums Up’s narrative of “Soft Nahin, Toofan” while introducing a new tagline, “Soft Kya Jaane Toofan ka Swaad,” and aims to capture the brand’s core proposition of strong taste along with its core value of embracing the thrill of challenges.
Conceptualised by Ogilvy India as a part of OpenX from WPP, the TVC has been meticulously crafted to immerse viewers into the heart of action. From the first grip of the bottle to the satisfying gulp of Thums Up, viewers are taken on an exhilarating ride that captures the brand’s youthful spirit and fast-paced, adventurous essence.
Tish Condeno, Senior Category Director, Sparkling Flavors, Coca-Cola India, and South-West Asia said, “We are absolutely thrilled to have Kichcha Sudeep on board with Thums Up. This campaign marks a thrilling recreation of our iconic Toofani spirit, amplified by Kichcha’s dynamic energy. The thrilling campaign embodies Thums Up’s adventurous spirit and the bold action is symbolic of the strong taste.”
“Thums Up has always been more than just a beverage; it’s a symbol of the indomitable spirit that resonates deeply with millions. I am thrilled to be a part of this ‘Toofani’ journey, celebrating the brand’s legacy of strength and resilience. The ‘Soft Nahin, Toofan’ campaign is a tribute to the adventurous souls who face life’s challenges head-on, with unwavering determination and courage” said Sudeep.
The company added that he embodies the very essence of its latest ‘Soft Nahin, Toofan’ campaign. “Joining hands with Thums Up is not just an endorsement; it’s a partnership that reflects my personal ethos of pushing boundaries and living life to the fullest. “Together, we’re here to inspire a generation to rise above the ordinary, to unleash their potential, and to taste the thunder” he added.
Sukesh Nayak, Chief Creative Officer, Ogilvy India said, “The task this year was to bring alive the strong and thrilling taste of Thums Up while maintaining the brand’s original energy. So, to bring Soft Kya Jaane Toofan Ka Swaad to life, you see Kichcha Sudeep in an all new toofani avatar that showcases Thums Up in its truest form. We have taken his dynamic and adventurous persona in a unique adrenaline filled narrative. With Kichcha Sudeep being open to the wildest of ideas, we pushed the envelope to deliver there is nothing soft about the taste of Thums Up.”
