New Delhi: Unleashing an action packed look this summer season, Thums Up, India's largest Cola brand, which is owned by Coca Cola, will storm its fans with a daredevil car chase action, as part of the new look ''Taste The Thunder'' campaign.
Coca-Cola markets a range of beverages in India, including Coca-Cola, Diet Coke, Thums Up, Fanta, Limca, Sprite, Maaza, Minute Maid, Georgia, Georgia Gold, Kinley and Kinley Club Soda, through a network of more than one million outlets.
The launch of the new integrated marketing communication plan includes airing of a powerful TV commercial, featuring brand ambassador Akshay Kumar, in a new look and driving through the streets of Kuala Lumpur, Malaysia, all for his bottle of Thums Up.
The 2008 integrated campaign brings out the ''Anything for Thunder'' attitude of the Indian male. The latest initiative follows up the immensely successful and award winning brand communication in 2007.
According to Kashmira Chadha, director of marketing at Coca-Cola India, ''The latest 'Thums Up' campaign aims at portraying the anything for my thunder attitude of the Indian male. He is a person who will do anything to get his favourite soft drink. Nothing can come in between him and his Thums Up. To drive this message, an integrated communication plan, involving both above and below the line initiatives are being rolled out''
Conceptualised by Leo Burnett's executive creative director Sainath Saraban, and directed by Malaysian director Farouk Aljoffrey, the campaign has been brought to life after nearly a week's gruelling film shooting schedule.
Says Akshay Kumar, ''It feels great to be associated with a brand like Thums Up. It is a brand, which is all about energy and a go getting spirit, these are qualities which I closely identify with. What excites me even more is the thunderous taste experience offered by Thums Up. It is an experience which I am sure, would find a special appeal amongst all my fans.''
The TV commercial revolves around a pulse racing car chase by Akshay Kumar to get his bottle of Thums Up, which is lodged in a truck, and how Akshay manages to maintain his breath taking speed in the tight and restricted lanes, with his complete mastery over the car, in some breathtaking stunts that form the essence of the story.
Commenting on the film, Sainath Saraban, executive creative director, Leo Burnett, said, ''A Thums Up drinker's thirst for his Thums Up is very different from any other thirst, which is why the challenge this time was to do something bigger and better than last year. And in this film we feel we have something that truly lives up to the stature of Thums Up. The car stunts are amazing in this film, but the most interesting part of this commercial is its ending. It's unlike any other Thums Up film you would have ever seen.''
Coca Cola has invested over $1 billion in its Indian operations, and has emerged as one of the country's top international investors. It employs approximately 6,000 people in India.