Indiantelevision.com Team

(1 October 2008 8:30 pm)

NEW DELHI: Coca Cola India has launched a new Thums Up campaign, 'Anything for thunder', to celebrate the festive season.

The television commercial features the cola's two brand ambassadors, Bollywood actor Akshay Kumar and Tollywood actor Mahesh Babu, who will feature in the campaign for southern India.

The TVC is slated to go on air in the first week of October. Says Coca Cola India director marketing Kashmira Chadha, "The latest Thums Up initiative being launched during the festive season aims at portraying the 'anything for my thunder' attitude of the Indian male. He is a person who will do anything to get his favourite soft drink. Nothing can come in between him and his Thums Up. To drive this message, an integrated communication plan, involving both above and below the line initiatives are being rolled out."

Conceptualized by Leo Burnett's executive creative director Sainath Saraban, the commercials have been shot by Malaysian director Farouk Aljoffrey.

The TV commercial shot in two series, shows a Thums Up bottle which is about to fall into an abyss over a cliff, when Akshay Kumar, in mountain gear, jumps over the cliff to grab his bottle of Thums Up, in the first film.

In the second film, a Thums Up bottle falls from a rollercoaster and Akshay performs a brave feat by catching his bottle of cola, even as he sits on the rollercoaster.

The commercial will be supported by a range of on the ground initiatives like road shows and contests across all key markets.