Thums Up, homegrown beverage brand under the Coca-Cola Company and official partner of the International Cricket Council, has unveiled a brand-new campaign “Thums Up Utha, India India Macha” in anticipation for ICC Men’s Cricket World Cup. Their campaign proudly highlights the hopeful determination of our players for the upcoming World Cup, motivating fans to believe in India’s path to victory.
Thums Up’s thrilling film features cricket icons – including Ravindra Jadeja, Mohammed Siraj, Jasprit Bumrah, and the dynamic captain Rohit Sharma – intent on ‘making India believe in Team India’. The heart of this campaign lies in its unique and captivating narration, brought to life by the King of Bollywood, Shah Rukh Khan as the ‘Voice of Belief.’
The 45-second film’s story utilizes Thums Up’s iconic Split Can to portray the push-and-pull of emotions faced by die-hard cricket fans of India – the heart that passionately believes that ‘India Will Win!’ and the mind that contemplates, ‘Will India Win?”
The campaign comes to a decisive conclusion: “We are thunder. The Cup is ours this time”.
Arnab Roy, Vice President, Marketing Coca-Cola India, and South West Asia, said, “Thums Up’s partnership with the ICC Men’s Cricket World Cup aims to empower fans and voice their opinions. Our collaboration with King Khan and the cricket icons of the country further cements our dedication to elevate fan engagement and showcases our unwavering support for Team India to bring the World Cup back home. We will do this through tech led, real time responses from expert panels and credible influencers that encourage everyone to keep rooting for our team.”
Sukesh Nayak, Chief Creative Officer, Ogilvy India, has also commented on the ad: “The adversary isn’t always external; at times, it’s our own doubt, becoming our greatest adversary. To overcome this, we must summon our inner beliefs. This World Cup, Thums Up gets SRK voicing and symbolizing the inner conflict on ‘Will India win this World Cup.?’
Thums Up has used an integrated approach to emerge on top of every relevant conversation and milestone surrounding the ICC World Cup 2023, and has maintained a steadfast commitment to create unforgettable moments for India’s cricket fans. The stage is set for a truly Toofani World Cup.