Indiantelevision.com Team

(11 February 2009 10:00 pm)

NEW DELHI: Coca-Cola India is ready to give its cola variant Thums Up a new look altogether.

The company has endorsed the brand with a new logo and is now set to promote the fresh look through a new television campaign.

Conceptualised by Leo Burnett executive creative director Sainath Saraban, the commercial is slated to go on air from 13 February onwards. The film has been directed by Jon Gwyther and features brand ambassador Akshay Kumar.

Says Coca-Cola India director-marketing Kashmira Chadha, "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.”

Talking about 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.

Apart from the commercial, the new look of Thums Up will also be promoted through a range of on ground initiatives, road shows and contests across key markets.