MUMBAI: Thums Up makes a ‘Toofani‘ start to the year with a new campaign featuring Salman Khan.

An extension of the ‘Aaj Kuch Toofani Kartey Hain‘, the Thums Up campaign once again urges its consumers to push the boundaries, to pave their own path and to unleash their potential.

The campaign shows Khan adding his style quotient as he takes a ‘toofani‘ route to get his Thums Up, turning a mundane situation of a store running out of his favourite Thums Up, into an exciting tale of adventure and thrill.

Khan inspires gut and gumption by taking complete control of the situation to get what he needs, undertaking a series of ‘toofani‘ acts to get his Thums Up.

Mahesh Babu features in the south version of the campaign.

Coca-Cola India VP marketing Anupama Ahluwalia said, "Thums Up has continued to be culturally relevant in India through the evolving expressions of masculinity. We believe masculinity today is the drive to find ones calling, to take the leap of faith and Thums Up is the iconic symbol that embodies the strength required to unleash the potential within. Through the latest campaign, Thums Up is aiming to make a cultural shift of acceptance that the hero is not divine anymore, but that it is there in all of us, it‘s just a matter of finding it, hence the Clarion Call "Aaj Kuch Toofani Kartey Hain".

Conceptualised by Leo Burnett, the TVC has been created by Leo Burnett chief creative officer India subcontinent KV Sridhar and Director Leo Burnet ECD Sainath Saraban.

The TVC has been directed by Ravi Udyawar under the RU Films production banner. Meanwhile, the music has been composed by Ram Sampath (of Omgrown Music) to bring to life Amitabh Bhattacharya‘s toofani lyrics.

The campaign will be amplified through a 360 degree integrated communication plan. Thums Up has a robust digital plan to leverage the campaign. This includes digital and social media platforms for targeted genres: Social, Video on Demand (VOD), Search, Travel, Games,Reach portals and Mobile.

Sridhar said, "Thums Up campaigns are about adventure, dare-devil attitude and the ability to push beyond one‘s limits. The new campaign embodies these values, and having someone like Salman whose sheer screen presence is so dynamic really added to the experience. To find a script befitting Salman and Thums up and translating that on screen was both challenging and exciting. The end result is something we are all proud of and we hope the viewers enjoy watching the campaign as much as we did making it."