Thums Up has launched its Taste the Thunder anthem, featuring Hanumankind and Vishal Dadlani.

Thums Up has launched its Taste the Thunder anthem, featuring Hanumankind and Vishal Dadlani.

Thums up just dropped its high action ‘Taste the Thunder’ anthem with incredible stunts and performances along with Hanumankind and Vishal Dadlani’s energy-packed rap and music. The image and spirit of the brand remained intact with the line ‘Aaj Kuch Toofani Karte Hain’, which also happens to be the chorus of the song. The energy in the ad film looked fresh, raw, youthful and justified with every beat.

The collaboration between Hanumankind and Vishal Dadlani depicts newness and boldness that feels essential and culturally intense. The new-age hip hop song reflected thums up’s role as a strong motivator to embrace individuality. It resonates with youth to do something epic with their life.

The anthem was launched at a private press conference in Mumbai where Hanumankind, Vishal Dadlani, Bijoy Shetty, Sushin Shyam and Varun Grover were invited. The film was directed by Bijoy Shetty who used power-packed cinematic visuals that carried the song track created by the artists. The rap is structured in a fearless and raw manner and deals with life through high spirits.

The ad film projected sports personalities like cricketer Suryakumar Yadav and Rinku Singh as part of an adrenaline filled car stunt. It supports their latest summer campaign during the ICC Men’s T20 World Cup merging cricket, cinema and music to create a spectacular marketing campaign across multiple platforms.

Greishma Singh, Vice President, Marketing, Coca-Cola India and Southwest Asia stated “Young consumers are increasingly moving from passive viewership to active participation. They seek moments that pull them in, move fast, and feel real. That belief has shaped the ‘Taste the Thunder’ anthem. ‘Aaj Kuch Toofani Karte Hain’ is a shout out for shared energy, friends coming together, instinct kicking in. All things Toofani!”

Key Takeaways from the campaign

Cultural connection

The campaign brought two musicians Vishal Dadlani & Hanumankind together who enjoy different styles of singing to create a blend that is exciting, thrilling and is culturally relevant to the youth audience.

Brand positioning

The brand maintained its core identity of being courageous, bold, and strong with this ‘Taste the thunder’ campaign. It has positioned itself in such a way that it carries along the cultural relevance that the youth can resonate to.

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