Recently, news of Salman Khan being dropped as the brand ambassador of Coca Cola India was doing the rounds. And while we were just wrapping our head around the fact that Khan would no longer be playing the dapper daredevil in the Thums Up commercials, Coca Cola India went ahead and bombed us with an all-new suave face for the fizzy drink.
That’s right, Ranveer Singh is the new ‘toofani’ guy to be seen in Thums Up commercials. The Coca Cola owned beverage brand has roped in the energetic actor as the new face of their beverage brand.
Created by Leo Burnett, the advertisement follows the classic Thums Up blueprint with the brand ambassador defining ‘toofani’ as the protagonist. Singh follows in the footsteps of former Thums Up faces Salman Khan and Akshay Kumar by pulling off dangerous yet downright heroic stunts and eventually going back to his fizzy bottle of Thums Up.
“Thums Up advertising is set apart by its energetic, fast-paced and stylishly rendered action. Ranveer Singh, with his palpable energy and inimitable style, will help amplify the aspirational quotient of the brand. 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, in a statement.
The major difference in the new commercial is that Singh isn’t chasing after his bottle of Thums Up, instead saving a bus full of school kids from a road accident. And unlike the previous campaigns, the new one highlights how the Thums Up consumer should be heroic in helping others and not just lust after a bottle of the fizzy drink whilst pulling off unrealistic stunts.
“Our research stated that youngster felt that they can pick up a bottle of Thums Up from anywhere. Hence, our proposition Mai Hoon Toofani shouldn’t represent an individual who is running after a bottle. He/she must have a purpose in life. Therefore, we decided to give the brand a human face and purpose. 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,” explained Sachin Das Burma, national creative director, Leo Burnett.
The video, which was uploaded on the company’s official YouTube page last Friday, has garnered over 3.4 million views over the weekend. Have a look at the toofani campaign below!
Images: YouTube | ThumsUp India