Thums Up’s “Soft Kya Jaane Toofan ka Swaad” campaign Takes Toofan to New Heights with Kichcha Sudeep
Link to the TVC: https://bit.ly/SoftNahiToofan
National, 18th March 2024: Thums Up, the homegrown beverage under The Coca-Cola Company is thrilled to announce its action packed Toofani campaign, “Soft Kya Jaane Toofan ka Swaad” featuring the talented actor and Kannada sensation, Kichcha Sudeep. The campaign embodies the adventurous spirit and strong taste of Thums Up, igniting Toofan amongst consumers and inspiring individuals to tap into their inner strength with an indomitable spirit.
Thums Up has truly stood the test of time to emerge as one of the strongest and most loved beverages of India. 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.
Conceptualized by Ogilvy India as a part of OpenX from WPP, the TVC has been meticulously crafted to immerse viewers into the heart of action. From the first grip of the bottle to the satisfying gulp of Thums Up, viewers are taken on an exhilarating ride that captures the brand’s youthful spirit and fast-paced, adventurous essence.
Commenting on the campaign, Tish Condeno, Senior Category Director, Sparkling Flavors, Coca-Cola India, and South-West Asia said, “We are absolutely thrilled 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.”
“Thums Up has always been more than just a beverage; it’s a symbol of the indomitable spirit that resonates deeply with millions,” said Kichcha Sudeep. “I am thrilled to be a part of this ‘Toofani’ journey, celebrating the brand’s legacy of strength and resilience. The ‘Soft Nahin, Toofan’ campaign is a tribute to the adventurous souls who face life’s challenges head-on, with unwavering determination and courage.
Known for his magnetic screen presence and daring performances, Sudeep embodies the very essence of Thums Up’s latest ‘Soft Nahin, Toofan’ campaign. “Joining hands with Thums Up is not just an endorsement; it’s a partnership that reflects my personal ethos of pushing boundaries and living life to the fullest,” added Sudeep. “Together, we’re here to inspire a generation to rise above the ordinary, to unleash their potential, and to taste the thunder.”
Commenting on the campaign, Sukesh Nayak, Chief Creative Officer, Ogilvy India said, “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 there is nothing soft about the taste of Thums Up.”
Thums Up remains steadfast in its commitment to delivering refreshing and unique experiences to consumers. As the brand evolves, it remains dedicated in its mission of inspiring individuals to embrace their inner Toofan and conquer every obstacle that comes their way, fuelling their journey towards success and triumph.
About The Coca-Cola Company
Coca-Cola in India is one of the country’s leading beverage companies, offering a range of high-quality and refreshing beverage options to consumers. The company, in line with its vision of ‘Beverages For Life’, offers a wide portfolio of products which includes hydration, sports, sparkling, coffee, tea, nutrition, juice and dairy based products. In India its beverage range includes Coca-Cola, Coca-Cola Zero Sugar, Diet Coke, Thums Up, Charged by Thums Up, Fanta, Limca, Sprite, Maaza, Minute Maid range of juices and juice beverages. The Company also offers hydration beverages including Limca Sportz, Smartwater, Kinley, Dasani and Bonaqua packaged drinking water and Kinley Club Soda. Premium products constitute Schweppes range and Smartwater. In addition, it offers Costa Coffee and organic green tea based beverage- Honest Tea amongst its range of coffee and Tea. The Company is constantly transforming its portfolio, from reducing sugar in its drinks to bringing innovative new products to market.
The Company along with its owned bottling operations and franchise bottling partners has a strong network of close to 4 million retail outlets through which it refreshes millions of consumers across the country. It seeks to positively impact people’s lives, communities and the planet through water replenishment, packaging recycling, sustainable agriculture initiatives and carbon emission reductions across its value chain.
Globally together with its bottling partners, The Coca-Cola Company employs more than 700,000 people, helping to bring economic opportunity to local communities worldwide. Learn more at www.cocacolacompany.com and follow us on Twitter, Instagram, Facebook and LinkedIn.
About OpenX from WPP
OpenX from WPP is an entirely new offering created for The Coca-Cola Company that is integrated at its core and unprecedented in its scale. This industry-leading approach to modern marketing allows for seamless integration of bold ideas and creativity with end-to-end experiences that are informed by data and optimized in real-time. Our work spans across the
company’s five-category beverage portfolio in more than 200 countries as well as global tentpole marketing efforts including FIFA and the Olympics. OpenX from WPP provides access to our entire agency network of over 100,000 experts unlocking access to the best talent, capabilities and resources in and outside of WPP. Combining scale and agility, OpenX from WPP supercharges creativity and is a multiplier for change and growth.
