Thums Up, the homegrown beverage under The Coca-Cola Company, has announces a Toofani campaign titled ‘Soft Kya Jaane Toofan ka Swaad’ featuring actor Kichcha Sudeep. It is conceptualised by Ogilvy India as a part of OpenX from WPP.
Commenting on the campaign, Tish Condeno, Senior Category Director, Sparkling Flavours, 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.”
Commenting on the campaign, Sukesh Nayak, Chief Creative Officer, Ogilvy India added: “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.”