Thums Up, Coca-Cola India’s billion-dollar brand, has launched its new campaign, “Dum Hai Toh Dikha,” featuring Shah Rukh Khan and Allu Arjun. The campaign targets youth who face challenges with resilience. The two actors, both known for their intense on-screen personas, represent the core message of the campaign: determination and strength.
Shah Rukh Khan said, “I’ve always believed that real strength is about standing tall in the face of adversity. That’s what Thums Up has symbolized for years, and ‘Dum Hai Toh Dikha’ brings this belief to life in the most powerful way.”
Thums Up has long been associated with strength, offering a bold taste that resonates with those who push limits. With this collaboration, the brand continues to position itself as a symbol of drive, encouraging today’s generation to take charge.
“Thums Up has consistently championed those who rise to challenges, demonstrating their resolve through action. The new campaign ‘Dum Hai Toh Dikha’ reinforces this ethos, urging the youth to step forward and show the world what they’re made of. The unprecedented collaboration between Shah Rukh Khan and Allu Arjun makes this campaign extremely special for us. The two cinematic legends epitomize the perseverance and strength that Thums Up embodies, making this collaboration a perfect match,” Sumeli Chatterjee, Category Head – Sparkling Flavours, Coca-Cola India and Southwest Asia, said.
The campaign is expected to expand with 360° experiences, connected packs, and an upcoming digital platform. Thums Up maintains its tradition of bold campaigns, with the SRK-Allu Arjun collaboration bringing new energy to the brand.
Allu Arjun said,“Collaborating with Thums Up has been an incredible experience. The campaign resonates deeply with my belief in forging your path and proving your worth. I’m excited to be part of a campaign that inspires this generation to take on challenges fearlessly.”