Salman continues the toofani story in new Thums Up ad
Thums Up campaign once again urges its consumers to live the thunder and push the boundaries to pave their own path
Daring the customers to make a ‘Toofani’ start to the year, Thums Up has unveiled a new campaign featuring superstar Salman Khan. Showcasing the bold masculine leadership and extending the ‘Aaj Kuch Toofani Kartey Hain’ call to action, Thums Up campaign once again urges its consumers to live the thunder and push the boundaries to pave their own path.
From being the ‘angry young man’ to the ‘cool risk taker’, Thums Up has always taken the masculine approach. The new campaign shows Salman Khan taking a 'toofani' route to get his Thums Up. The plot almost remains the same like the previous ads in which the protagonist goes to extremes to get hold of a Thums Up. However, apart from performing death-defying stunts or jumping from buildings, the actions shifts to airlifting a Thums Up truck stuck in jam with the help of a helicopter. The truck lands at the store that has run out of stock through the chopper. The film ends with Khan giving the message that the 'Toofan' is within everyone but it’s a matter unleashing the ‘Toofan’ within. Action star and southern superstar Mahesh Babu features in the southern version of the campaign.
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 Karte Hain’.”
The TVC has been conceptualised by Leo Burnett and directed by Ravi Udyawar under the RU Films production banner. Ram Sampath has composed the music and the lyrics have been written by Amitabh Bhattacharya.
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 dynamic, really 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.”
The ad film was previewed on Khan's Facebook and Twitter pages before the mass media. This is the first time in the history of the brand since its launch in 1977, that it previewed its main thrust summer campaign on digital media before the campaign goes on air. Thums Up has a robust digital plan to leverage the campaign. This includes digital and social media platforms for targeted genres like social, video on demand (VOD), search, travel, games, reach portals and mobile.
Experts speak
The creative fraternity feels that the ad will score high because of the presence of Salman Khan and his dry wit. However, the new plot is not much differentiated from the earlier ones.
“The central idea of - let's do something big - is retained. However, the earlier idea of people going to any lengths for a Thums Up also makes a comeback. The resolution of the conflict is unexpected which is good. Salman further spices up the spot with his dry wit. The tune is catchy. There are a lot of words so don't know if all of them will get picked up. But the main words do get registered,” said Raghu Bhat, Founder Director, Scarecrow Communications.
On establishing connect with the audience Bhat said, “Owing to his overpowering persona, Salman has a way of hijacking the brand name and brand essence. But this ad has a proper plot going for it that brings out the brand values and also leverages Salman’s equity.”
According to Vipul Thakkar, Executive Creative Director, DDB Mudra – South, “This one is purely for the diehard Salman fans. The idea though completely farfetched will find a connect with the consumer who enjoy Salman’s boisterous, over the top heroics. The jingle has a very strong recall and I believe has found a lot of affinity with the masses. The ample dose of Bollywood, which was missing from the early lot of Mahesh Babu TVCs, is surely going to connect with the ‘aam janta’. Whether it will appeal to the discerning youth, is anyone’s guess.”
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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