Thums Up, India's iconic billion-dollar soft drink brand, has unveiled its latest high-octane campaign featuring superstar Allu Arjun. This bold new initiative comes at a time when anticipation for Pushpa 2 is building momentum, positioning the campaign to captivate fans of both the brand and the actor.
The campaign, built around the powerful message ‘Thunder Hai Main,’ highlights Thums Up's signature strong taste and its alignment with individuals who are ready to take on any challenge. As part of the campaign, Thums Up will release limited-edition cans featuring Allu Arjun, a collector's item for fans and a fitting tribute to the collaboration.
Sumeli Chatterjee, Category Head – Sparkling Flavours, Coca-Cola India and Southwest Asia, commented, “Thums Up has always stood for bold new thinking and extraordinary experiences. With Thunder Hai Main, we’ve captured the perfect synergy between the brand’s strength and Allu Arjun’s dynamic presence. This December, we’re ready to keep our consumers on the edge of their seats. Grab an ice-cold Thums Up—it’s going to get intense!”
In a striking new TV commercial (TVC) conceptualized by Ogilvy India, Allu Arjun takes center stage, exuding confidence as he guides viewers from his strong grip on the Thums Up bottle to the drink’s unmatched bold taste. The high-energy visuals bring to life the rush associated with Thums Up, mirroring Allu Arjun's signature style.
“Allu Arjun is the perfect fit for this collaboration,” said the actor. “I believe in forging your own path and tackling challenges head-on—just like my character in Pushpa. Thums Up shares this bold, unstoppable spirit and has been inspiring the youth with its strength and grit.”
Ritu Sharda, Chief Creative Officer at Ogilvy, added, “Allu Arjun joins the thunderverse with his signature flair. We are excited to show the world this thunderous collaboration.”
As Thums Up and Allu Arjun unite, fans can expect a thrilling season of heroic moments—ranging from the much-anticipated Pushpa 2 release to exclusive special-edition cans. With a history of powerful collaborations, Thums Up’s Thunder Hai Main campaign is set to electrify its audience, hinting at even more explosive experiences ahead.
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