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 Conceptualised
by Leo Burnett and directed by Malaysian director Farouk Aljoffrey,
the film has been brought to life after nearly a week's gruelling
shooting schedule, says the company.
According to Coca-Cola India director of marketing Kashmira
Chadha, "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 favourite 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."
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Commenting
on the new Thums Up ad, Leo Burnett's executive creative director
Sainath Saraban said, "A Thums Up drinker's thirst for
his Thums Up is very different from any other thirst, which
is why the challenge this time was to do something bigger
and better than last year. And in this film, we feel we have
something that truly lives up to the stature of Thums Up.
The car stunts are amazing in this film, but the most interesting
part of this commercial is its ending. It's unlike any other
Thums Up film you would have ever seen."
Kumar
said, "It feels great to be associated with a brand like
Thums Up. It is a brand which is all about energy and a go-getting
spirit; these are qualities which I closely identify with.
What excites me even more is the thunderous taste experience
offered by Thums Up. It is an experience, which, I am sure,
would find a special appeal amongst all my fans."