Unleashing an action packed look this summer season, Thums Up will storm its fans with a daredevil car chase action, as part of the new look “Taste The Thunder” campaign. The launch of the new integrated marketing communication plan includes airing of a powerful TV commercial, featuring “Mahesh Babu”. The Thums Up brand ambassador, in a new look is seen driving through the streets of Kuala Lumpur, Malaysia- all for his bottle of Thums Up. The 2008 integrated campaign brings out the “Anything For Thunder” attitude of the Indian male. The latest initiative follows up the immensely successful and award winning brand communication in 2007. Campaign, all set to roll out in early March ‘08
The latest ‘Thums Up campaign aims at portraying the anything for my thunder attitude of the Indian male. He is a person who will do anything to get his favorite soft drink. Nothing can come in between him and his Thums Up. To drive this message, an integrated communication plan, involving both above and below the line initiatives are being rolled out”
Conceptualized by Leo Burnett’s Executive Creative Director Sainath Saraban and directed by Malaysian Director Farouk Aljoffrey, the film has been brought to life after nearly a week’s grueling film shooting schedule.
Story Board ….. Thums Up Taste The Thunder
The TV commercial revolves around a pulse racing car chase by Mahesh Babu to get his bottle of Thums Up, which is lodged in a truck. How Mahesh manages to maintain his breath taking speed in the tight and restricted lanes with his complete mastery over the car resulting in some breathtaking stunts forms the essence of the story.
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