"Aaj Kuch Toofani Kartey Hain" Soft Drink Campaign Feat. Salman Khan Launched in India

New Delhi, February 23, 2013 (Washington Bangla Radio / pr4india.com): Thums Up, India's largest and most iconic soft drink brand, makes a 'Toofani’ start to the year with a spectacular new campaign featuring popular superstar Salman Khan. An extension of the ‘Aaj Kuch Toofani Kartey Hain’ call to action, the Thums Up campaign once again urges its consumers to push the boundaries, to pave their own path and to unleash their potential.

The high adrenalin campaign shows Salman Khan adding his unique style quotient as he takes a 'toofani' route to get his Thums Up, turning a mundane situation of a store running out of his favourite Thums Up, into an exciting tale of adventure and thrill. Salman Khan inspires gut and gumption by taking complete control of the situation to get what he needs, undertaking a series of 'toofani' acts to get his Thums Up. Action star and southern superstar Mahesh Babu features in the south version of the thrilling campaign.

Speaking about his experience, Superstar and Thums Up Brand Ambassador Salman Khan said, “Thums Up to me has always stood for a spirit of adventure, resilience, energy and courage. I completely believe in the campaign's core philosophy that the 'Toofan' is indeed within all of us.”

Through it all, the inherent message is that the 'Toofan' is within everyone, and it is but a matter unleashing it to do something 'toofani'.

As a part of the launch of the campaign, Thums Up will be previewing the TVC to Salman’s fan base of more 10 Million ( 7.7 MM Facebook fans + 3.45 MM twitter followers) people, today, 23rd February, 2013 before the TVC hits mass media tomorrow, 24th February, 2013. This is the first time in the history of the brand since its launch in 1977, that it will preview its main thrust summer campaign on digital media before the campaign hits mass media. Thums Up has a robust digital plan to leverage the campaign. This includes digital and social media platforms for targeted genres: Social, Video on Demand (VOD), Search, Travel, Games, Reach portals and Mobile.

Speaking about the campaign, Anupama Ahluwalia, VP – Marketing, Coca-Cola India said, “Thums Up has continued to be culturally relevant in India through the evolving expressions of masculinity. We believe masculinity today is the drive to find ones calling, to take the leap of faith and Thums Up is the iconic symbol that embodies the strength required to unleash the potential within. Through the latest campaign, Thums Up is aiming to make a cultural shift of acceptance that the hero is not divine anymore, but that it is there in all of us, it’s just a matter of finding it, hence the Clarion Call "AAJ KUCH TOOFANI KARTEY HAIN".

Conceptualized by Leo Burnett, the TVC has been created by KV Sridhar, Chief Creative Officer India Sub-continent, Leo Burnett and Sainath Saraban, Executive Creative Director Leo Burnett. The TVC has been directed by Ravi Udyawar under the RU Films production banner. The thumping music has been composed by Ram Sampath (of Omgrown Music) to bring to life Amitabh Bhattacharya’s toofani lyrics.

The campaign will be amplified through a 360 degree integrated communication plan. Commenting on the film, KV Sridhar, Chief Creative Officer India Sub-continent, Leo Burnett said, “Thums Up campaigns are about adventure, dare-devil attitude and the ability to push beyond one's limits. The new campaign embodies these values, and having someone like Salman whose sheer screen presence is so dynamicreally added to the experience. To find a script befitting Salman and Thums up and translating that on screen was both challenging and exciting. The end result is something we are all proud of and we hope the viewers enjoy watching the campaign as much as we did making it.”

Watch Aaj Kuch Toofani Karte Hai Thums Up New Ads feat. Salman Khan (Youtube)