New Delhi, January 02, 2018
As the new Thums Up Charged makes it way to shelves across India, Coca-Cola India, one of the country's leading beverage companies, launched a new campaign - #TakeCharge featuring ever-energetic actor and Thums Up brand ambassador - Ranveer Singh.
The new campaign for Thums Up Charged builds further on Thums Up's unique expression of masculinity and belief that heroism is a choice for us to make and an opportunity for us to take. The campaign conveys that for any challenge that demands heroic action, the hero needs to get charged to rise up to that occasion. The TVC opens to an international car race event where the protagonist is seen ready to hit the track in his car which is inscribed with the Thums Up Charged logo. Focused on victory, with his Thums Up Charged by his side, he starts maneuvering his way past the other cars. Just as he's about to take the lead, the car in front of him loses control and brings our car to a halt. Shaken but determined, the protagonist takes a gulp of his Thums Up Charged and sets off to finish the race. As he charges ahead and victory is almost in sight, his gearbox jams. Epitomising the 'Never Give Up Ever' attitude, he puts his car in reverse and races to victory in a photo-finish.
The #TakeCharge campaign reinforces Thums Up as the metaphor for uncompromising attitude. This 'toofani' brand has always encouraged consumers to challenge themselves and unleash their true potential. With this campaign, the brand urges consumers to adopt a 'Never Give Up Ever' attitude to succeed in life. Commenting on the launch of the new campaign, Ajay Bathija, Director, Colas Marketing, Coca-Cola India & South West Asia said, "Thums Up TVCs are all about seeking thrill, adventure, exhilaration and excitement and Ranveer Singh as a brand ambassador embodies all of that perfectly. The '#TakeCharge' campaign is about taking the controls of life in one's hands and overcoming adversities by not giving up hope. Our TVC captures this attitude and we are confident that the campaign will resonate well with all Thums Up lovers."
Speaking about the TVC actor Ranveer Singh said, "I distinctly remember when I first tasted toofani Thums Up and since then it has become my favourite cola. It's an honour to be the face of this brand. The 'Take Charge' campaign is very close to my heart as I constantly push boundaries and don't believe in quitting when a challenge is thrown my way. Challenges keeps me going in life and make me strive harder to achieve my goals. I thoroughly enjoyed being a part of the campaign, it was an invigorating experience to perform as a car-racer." Commenting on the TVC, Sainath Saraban, Creative Head, Leo Burnett, said "Thums Up Charged is Thums Up with extra thunder in it - just the kind of push that somebody needs to take his or her achievement to the next level. Even though the story is set in a massive car race that makes for grand theatre, it is an intensely personal journey about how a huge victory starts within your own self. When I wrote this film, I wanted to leave the viewer with a message that worked at a product level and was inspirational as well. If there's one thing we want people to do after being exposed to this communication, it is to - #TakeCharge." #TakeCharge is a 360 degree campaign that will leverage mass-media on larger-than-life Outdoor sites in the core markets of Thums Up. The campaign also leverages key social media platforms of Youtube, Facebook,Twitter and Instagram.
Thums Up Charged is the first-ever variant of Thums Up that was recently launched by Coca-Cola India to celebrate 40 years of Thums Up. Coca-Cola India has planned year-round celebrations on the successful completion of Thums Up's 40 years in India. The company will be rolling out a series of initiatives including consumer-led engagement campaigns along with exciting marketing campaigns with its brand ambassadors through digital, social, traditional, and outdoor media channels.
Creative Team on the new Thums Up campaign
Agency: Leo Burnett
Creative Head: Sainath Saraban
Production House: Picture Perfect
Post Production House: Universal Production Partners
Director: Marco Kalantari
DOP: Alexander Witt
Music: Ram Sampath
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