MUMBAI: With the summer season upon us soft drink companies are going all out to further imprint brand awareness upon consumers. A case in point is Coca Cola.
The company has announced that its brand Thums Up will run a programme Thums Up Piyoge? Ninja Chalaoge? Hai Dum?
The aim is to promote the biking culture in India. The innovatively designed Thums Up under-the-crown (UTC) promotion is in line with the brand’s core identity of being - macho, outgoing, adventurous and fearless. The programme will give four winners an opportunity to ride home on a Kawasaki Ninja ZX 6R. A bike is worth over Rs 6,00,000.
To participate in the promotion consumers just need to peel the crown liner of their Thums Up bottle and collect four parts of Kawasaki Ninja ZX 6R bike and they can be the lucky winner. There are other prizes like over 100 Bajaj Pulsars and lakhs of biking gear like biker’s jacket, bags, sunglasses and waist-pouches up for grabs.
Coca-Cola India VP marketing Vikas Gupta said, “We had an overwhelming response to the Thums Up Everest Challenge – Hai Dum? through which we touched 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 and of excitement.”
The entire campaign is supported by an integrated marketing and communications plan that includes a TVC featuring Akshay Kumar, the brand ambassador for Thums Up. The TVC, conceptualised by Leo Burnett was launched on 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 our 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 SuperBike Kawasaki Ninja’. The film is directed by Savier, flown in from Iceland and produced by Mad Entertainment.
Other marketing programmes 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 roadshow casing the cool machines covering the country.
