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After replacing Salman Khan as its brand ambassador, Coca Cola India owned beverage brand Thums Up has
rolled out a new integrated campaign featuring Bollywood actor Ranveer Singh.
Thums Up ad where the protagonist (Singh) pulls off daredevil stunts to grab a bottle of Thums Up. The
campaign, uploaded on company’s official YouTube channel, has garnered over 1.4 million views so far.
The ad, Main Hoon Toofani, states the company, aims to inspire consumers to unleash their toofani (heroic)
Ranveer embodies the Thums Up philosophy in his personal life – an uncompromising attitude towards
achieving one’s goals. “We are confident that this partnership will work towards fulfilling the brand’s
objectives,” said Debabrata Mukherjee, vice president – marketing, Coca-Cola India and South West Asia.
The current campaign highlights that a Thums Up drinker shines in the face of danger. Ranveer Singh fits in
with the brand philosophy so well. He is an outsider who is not scared of failure and has achieved success after
overcoming various challenges.
Sridhar Ramanujam, founder and chief executive, Integrated Brand-Communication “the brand’s advertising
has also been associated with machismo which has worked wonderfully well”. “Cola, as a category, is
dependent on advertising. Consistent advertising also leads boredom to set in. I guess Coca Cola is trying to
change the brand personality by introducing small creative changes”.