Thums Up unveils new campaign; exploits biking culture as their theme

MUMBAI: The soft drink industry seems to be gearing up and how. Thums Up has unveiled a new campaign – Thums Up Piyoge? Ninja Chalaoge? Hai Dum? – to promote the biking culture in India. The Thums Up under-the-crown (UTC) promotion is in line with brand’s core identity of being - macho, outgoing, adventurous, and fearless.

The national program will give the four lucky winners an opportunity to ride home Kawasaki NINJA ZX 6R worth about Rs. 6,00,000 each.



To participate in the promotion, the consumers need to peel the crown liner of their Thums Up bottle and collect four parts of Kawasaki NINJA ZX 6R bike. Other prizes include over 100 Bajaj Pulsars and lakhs of cool and biking gears like biker’s jacket, bags, sunglasses, and waist-pouches up for grabs.

Says Coca-Cola India vice-president marketing Vikas Gupta, “We have an overwhelming response to the Thums Up Everest Challenge – Hai Dum? The campaign has managed to touch more than five lakh consumers in nearly 500 cities and towns. Thums Up Piyoge? Ninja Chalaoge? Hai Dum? also personifies the spirit of Thums Up – the spirit of adventure, of thrill, of excitement.”



The entire campaign is being supported by an integrated marketing and communications plan that includes a TVC featuring Akshay Kumar, the brand ambassador for the cola. The TVC, conceptualized by Leo Burnett was launched on 12 April 12 across all mainline Hindi channels inviting the Thums Up drinkers to participate in the UTC promotion. The TVC starts with the opening of a Thums Up bottle and the crown transforms into the legendary masked warriors, the Ninjas. The four Ninjas attack the hero, but he, in his usual nonchalant way overcomes them easily. The communication construct echoes the promotion mechanic, 'capture the 4 Ninjas and win the Kawasaki Ninja’. The film is directed by Savier who was flown in from Iceland and produced by the Mad Entertainment.



Other marketing programs lined up for the promotion of The Thums Up Ninja Hunt include activation of key accounts, promotional activities in colleges and marketplaces and an extensive road-show showcasing the machines covering the country.

Latest Reads
Flipkart announces integrated brand communication campaign

There are a host of dates earmarked in India’s annual calendar where consumers wait with bated breath to partake of the celebrations. Clearly figuring in this list is the ‘The Big Billion Days’ (BBD), that has been made popular by Flipkart over the past two years. As a concept, Big Billion Day was...

MAM Media and Advertising Ad Campaigns
Colors campaign inspires men to take over Sunday chores

Colors has launched a new movement called #SundayIsHerHoliday. The campaign -- one Sunday at a time -- is inviting every man (and woman) to participate. The goal of the campaign is to inspire and help men take over the Sunday chores of women, so she can get her much needed time off.

MAM Media and Advertising Ad Campaigns
betterU launches Diwali campaign #FestivalOfLearning

India’s online learning marketplace, betterU, has launched a unique Diwali campaign #FestivalOfLearning across its digital platforms.The campaign aims at helping people think differently about their purchases, and highlights the importance of investing for the long term on the auspicious occasion...

MAM Media and Advertising Ad Campaigns
BBH India creates live radio spots for Abbott

BBH Mumbai has released a case study on the first ever live radio spots for Abbott's The Race of Possible’ campaign, which received overwhelming response in India.

MAM Media and Advertising Ad Campaigns
Abhibus's 'Har Safar Mein Aapka Hamsafar' Mahesh Babu, India’s online bus ticket booking platform, has announced superstar Mahesh Babu as their brand ambassador. He will also feature in the company`s marketing campaign called 'Har Safar Mein Aapka Hamsafar' (With you on all your journeys, wherever you go).

MAM Media and Advertising Ad Campaigns
Posterscope rolls out 'Frooti' OOH campaign

MUMBAI: Posterscope India from Dentsu Aegis Network has rolled out a massive OOH campaign for Frooti to make the consumers Live #TheFrootiLife. The core objective of the campaign is to create high visibility and impact for Frooti in the OOH space. Targeted at audiences aged between 15-35 years, the...

MAM Media and Advertising Ad Campaigns
Q2-17: DB Corp revenue up, radio operating profit doubles

DB Corp Limited (DB Corp), home to flagship newspapers Dainik Bhaskar, Divya Bhaskar, Dainik Divya Marathi and Saurashtra Samachar reported 10.5 percent higher consolidated revenue for the quarter ended 30 September 2016 (Q2-17, current quarter) as compared to the corresponding year ago quarter....

MAM Marketing Brands
P Mark TVC features Boman Irani

MUMBAI: P Mark, the front-runner in the mustard oil segment in India, has unveiled its new TV campaign ‘one specialist to another’. Reinforcing its commitment as specialists and educating the masses about the taste, the new TVC pays tribute to P Mark’s exceptional taster in the category.

MAM Media and Advertising Ad Campaigns
Officer's Choice Blue snacks launches a new TVC campaign

Officer’s Choice Blue has launched a new advertising campaign ‘Salute to Banta Hai’ - communication that repurposes its long-standing platform of the ‘Good Samaritan’. The four TVC’s narrate testing situations, in slices of everyday life, and defines their actions to make for a better and caring...

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories