Exchange4Media: Fun and playfulness seem to be the mantra of the new Thums Up TVC to take its ‘Taste the Thunder’ campaign to the next level.
The communication, shot in Kuala Lumpur, shows actor Akshay Kumar participate in ‘Parkour’, an extreme sport popularised by the French, for his bottle of Thums Up. The TVC, shot by Malaysian director Farouk Aljoffery and conceptualised by Sainath Saraban, Executive Creative Director, Leo Burnett, is expected to the television screen by the middle of February 2010.
Ground initiatives such as road shows and contests across all key markets are also expected to be utilized to further promote this campaign.
Commenting on the new TVC, Anand Singh, Director – Marketing, Coca-Cola India, said, “Thums Up has always been associated with action, attitude and adventure – a positioning that has made Thums Up India’s largest soft drink brand. The latest communication further builds upon the core values of the brand and takes the whole idea of ‘I Will Do Anything for My Thunder’ to the next level of ‘Taste the Thunder’, while adding an element of playfulness and depicting an action-filled chase between Akshay and all that comes in between him and his Thums Up.”
Sainath Saraban, Executive Creative Director, Leo Burnett, when asked to describe the ad said, “It’s an action-packed cat and mouse chase. The girl wants the guy to chase her and what better way than to grab his bottle of Thums Up for a guaranteed effect. This time around, we have upped the chemistry between the guy and girl, something we’ve never done in a Thums Up film. The girl gets her guy. The guy gets his bottle of Thums Up and the girl. Everyone’s happy.”