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The Thums Up man graduates to a new masculine code this summer

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MUMBAI: Thums Up, India‘s most successful cola brand, is evolving into a wholesome personality while sticking to its masculine image.

This summer, Thums Up has graduated from its ‘Live the Thunder’ life philosophy to a new masculine code.

Aided by creative agency Leo Burnett, Thums Up has unleashed its ‘Aaj kuch toofani kartey hain’ (Let‘s do something stormy today) campaign as it seeks to quench the thirst of an increasing number of Indian consumers this hot summer and maintain its leading market share position in the cola segment.

Featuring action movie star Mahesh Babu, model-turned-actor Sahil Shroff, winner of Khatron ke Khiladi 2011 Dhaval Thakur and Kingfisher calendar girl Angela Johnson, the Thums Up man grows up from being the ‘angry young man’ to the ‘cool risk taker’, the follower of ‘playful mastery’ and now the advocate of bold masculine leadership.

Shot in Bangkok, the campaign highlights a series of daredevil acts by Babu and his team who use Thums Up as a fuel to achieve their mission to do something ‘Toofani’ (stormy). As the leader of the pack, Babu inspires his team to use a combination of bold action, smart thinking and team effort to outwit the challenges, demonstrating the bold leadership and daredevil attitude of a Thums Up lover.

The campaign also includes an anthem that has been composed by the lyricist duo of Ram Sampath and Amitabh Bhattacharya of ‘Delhi Belly‘ fame. The ad film has been directed by Hollywood action director Nick Livesey.

Says Leo Burnett executive creative director Sainath Saraban, “Thums Up campaigns are about ultimate adventure and daring stunts that reflect the brand’s persona. The new ‘Aaj Kuch Toofani Kartey Hain’ campaign has been designed to give the consumers a differentiated and thrilling experience. Shooting this campaign was extremely challenging and exciting and that added to the stature of the stunts.”

In the past too, Thums Up‘s brand proposition has been "action" and "daring" virtues as it differentiates itself from the other cola competing peers as a stronger aerated drink. The bold, red Thums Up logo is a very popular icon in India, forcing Coca-Cola to acquire it.

Thums Up‘s previous brand ambassadors include Bollywood actors Salman Khan and Akshaye Kumar.

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