Thums Up, the homegrown beverage under The Coca-Cola Company, has announced its campaign ‘Soft Kya Jaane Toofan ka Swaad’ featuring Kannada actor Kichcha Sudeep. As per the company, the campaign embodies the adventurous spirit and strong taste of Thums Up.
Talking about the campaign, Tish Condeno, senior category director, sparkling flavors, Coca-Cola India and South-West Asia, said, “We are happy to have Kichcha Sudeep on board with Thums Up. This campaign marks a thrilling recreation of our iconic Toofani spirit, amplified by Kichcha’s dynamic energy. The thrilling campaign embodies Thums Up’s adventurous spirit and the bold action is symbolic of the strong taste.”
The campaign retains Thums Up’s narrative of ‘Soft Nahin, Toofan’ while introducing a new tagline, ‘Soft Kya Jaane Toofan ka Swaad’, capturing the brand’s core proposition of strong taste along with its core value of boldly embracing the thrill of challenges.
Additionally, the campaign is conceptualised by Ogilvy India as a part of OpenX from WPP, the TVC has been crafted to immerse viewers into the heart of action.
“The task this year was to bring alive the strong and thrilling taste of Thums Up while maintaining the brand’s original energy. So, to bring Soft Kya Jaane Toofan Ka Swaad to life, you see Kichcha Sudeep in an all new toofani avatar that showcases Thums Up in its truest form. We have taken his dynamic and adventurous persona in a unique adrenaline filled narrative. With Kichcha Sudeep being open to the wildest of ideas, we pushed the envelope to deliver that there is nothing soft about the taste of Thums Up,” Sukesh Nayak, chief creative officer, Ogilvy India, added.