Coca-Cola India has given its cola variant Thums Up a new logo which it is set to promote through a new television campaign.
The commercial was conceptualised by Leo Burnett executive creative director Sainath Saraban and is scheduled to go on air from 13 February onwards. The film has been directed by Jon Gwyther and features brand ambassador Akshay Kumar.
Coca-Cola India director-marketing Kashmira Chadha said, “To further enhance the appeal and connect with consumers, the Thums Up logo has been contemporised. The sharper edges are added to the ‘thumb’ in the Thums Up sign to bring out the core masculine values of brand Thums Up more prominently.”
On the TVC, Chadha adds, “The latest Thums Up communication for 2009 takes the whole idea of ‘I will do anything for my thunder’ attitude of the Indian male to the next level by adding a layer of fun and playfulness to it.”
For the southern market, the campaign has been created with Tollywood actor and brand ambassador Mahesh Babu.
A range of on ground initiatives, road shows and contests across key markets will also be used to promote the new look of Thums Up.