Ad Campaigns
Charged by Thums Up unveils new campaign featuring Aamir Khan and Darsheel Safary
Mumbai: Charged by Thums Up, the all-new beverage brand from The Coca-Cola Company, has unveiled its new campaign “Mind Charged, Body Charged,” featuring Aamir Khan and Darsheel Safary.
Along with its new packaging and flavour, new Charged promises to deliver an unmatched drinking experience that leaves consumers invigorated, both in mind and body.
Conceptualised by Ogilvy, the new Charged film features Aamir Khan and Darsheel Safary in a visually appealing narrative, with Aamir portraying various avatars throughout the film in larger-than-life situations. The creative is meant to show how Charged acts as the enabler to accomplish impossible, big achievements which require both physical agility & mental alertness. The campaign highlights the product’s invigorating effects, empowering Gen-Z to embrace and overcome life’s challenges.
Talking about the campaign, Coca-Cola India and South-West Asia senior category director, sparkling flavors Tish Condeno said, “With the introduction of the new Strawberry variant of Charged by Thums Up, our aim is to continuously innovate, providing invigorating experiences to consumers. With this campaign, we are thrilled to welcome the legendary Aamir Khan back to the Coca-Cola family after 17 years, embodying the essence of Charged alongside Darsheel Safary, evoking a sense of nostalgia and excitement.”
Aamir Khan, commenting on his association with the campaign, said, “It’s a really fun script, and I was really ‘charged’ by the concept, and I really enjoyed doing it. I’m happy to be a part of the Thums Up/Coke family. I am looking forward to the campaign going public and the audience response.”
Darsheel Safary, commenting on the association said, “It’s an absolute honour to be associated with the legendary Aamir Khan and reuniting on the screen with him after 17 years post Taare Zameen Par. As a young individual, I’m thrilled to embody the spirit of Charged, inspiring others to embrace life with vigor and passion, just like the beverage itself.”
Ogilvy India chief creative officer Sukesh Nayak said, “Mind charged, Body Charged is an anthem of possibilities. Aamir Khan and Darsheel reunite after 17 years to ignite a passion of being able to do anything and everything. Aamir was a delight to partner with and he truly pushed the team to go beyond the obvious. He has personally sat through each and every role and crafted them to perfection. Hat tip to Adavit Chandan, the director who made this vision come to life with such class and passion. Big thanks to the entire team who pushed all boundaries to make mind charged and body charged happen.”
Charged by Thums Up continues to push boundaries, ensuring that its offerings resonate with evolving consumer preferences. The campaign will be rolled out on TV, digital and social.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
