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 The
TV commercial begins with Akshay standing in the balcony of
a high rise building, contemplating and planning his moves.
What follows is a captivating never-seen-before action sequence;
the commercial portrays the masculine spirit, which drives
him to go to any length to get a bottle of Thums Up. His chase,
including the stunts over the concrete landscape that ends
with his final action flip to get his Thums Up from a moving
truck.
Coca-Cola India director marketing Kashmira Chadha said,
"The latest 'Thums Up campaign aims at portraying the
anything for 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, not even
seemingly un-scalable hurdles. To drive this message forward,
an integrated communication plan, involving both above and
below the line initiatives is being rolled out."
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With
the protagonist and brand ambassador Akshay Kumar will be featured
in a TV commercial performing the extreme sport of Yamakasi,
which means "strong body, strong spirit, strong person"
popularised by the French. Yamakasi involves surmounting urban
obstacles as efficiently as possible, which gained prominence
in the latest Bond movie Casino Royale. The latest Thums Up
commercial features Akshay in Australia and captures the free
and fearless spirit of the Thums Up drinker, informs an official
release.
The
campaign has been conceptualized by Leo Burnett's Sainath
and directed by Abhinay Deo of RBD films which promises to
bring out the "Anything For Thunder" attitude of
the Indian male. Similar to the Coca Cola multi media campaign,
the TVC will be complimented by a range of on the ground initiatives
including road shows and contests across all key markets will
be rolled out. The stunt coordination has been done by the
Internationally acclaimed Chris Anderson (part of the stunt
coordination team of Mission Impossible II).