MAM
The Thums Up man graduates to a new masculine code this summer
MUMBAI: Thums Up, India‘s most successful cola brand, is evolving into a wholesome personality while sticking to its masculine image.
This summer, Thums Up has graduated from its ‘Live the Thunder’ life philosophy to a new masculine code.
Aided by creative agency Leo Burnett, Thums Up has unleashed its ‘Aaj kuch toofani kartey hain’ (Let‘s do something stormy today) campaign as it seeks to quench the thirst of an increasing number of Indian consumers this hot summer and maintain its leading market share position in the cola segment.
Featuring action movie star Mahesh Babu, model-turned-actor Sahil Shroff, winner of Khatron ke Khiladi 2011 Dhaval Thakur and Kingfisher calendar girl Angela Johnson, the Thums Up man grows up from being the ‘angry young man’ to the ‘cool risk taker’, the follower of ‘playful mastery’ and now the advocate of bold masculine leadership.
Shot in Bangkok, the campaign highlights a series of daredevil acts by Babu and his team who use Thums Up as a fuel to achieve their mission to do something ‘Toofani’ (stormy). As the leader of the pack, Babu inspires his team to use a combination of bold action, smart thinking and team effort to outwit the challenges, demonstrating the bold leadership and daredevil attitude of a Thums Up lover.
The campaign also includes an anthem that has been composed by the lyricist duo of Ram Sampath and Amitabh Bhattacharya of ‘Delhi Belly‘ fame. The ad film has been directed by Hollywood action director Nick Livesey.
Says Leo Burnett executive creative director Sainath Saraban, “Thums Up campaigns are about ultimate adventure and daring stunts that reflect the brand’s persona. The new ‘Aaj Kuch Toofani Kartey Hain’ campaign has been designed to give the consumers a differentiated and thrilling experience. Shooting this campaign was extremely challenging and exciting and that added to the stature of the stunts.”
In the past too, Thums Up‘s brand proposition has been “action” and “daring” virtues as it differentiates itself from the other cola competing peers as a stronger aerated drink. The bold, red Thums Up logo is a very popular icon in India, forcing Coca-Cola to acquire it.
Thums Up‘s previous brand ambassadors include Bollywood actors Salman Khan and Akshaye Kumar.
MAM
Campus Activewear launches Zeenat Aman-led Women’s Day campaign
Icon fronts ‘You Go Girl’ extension celebrating choice and freedom in motion.
MUMBAI: This Women’s Day, Campus didn’t just drop a campaign, it dropped the rulebook and handed women the pen to rewrite their stride. Campus Activewear has unveiled a powerful new cinematic campaign starring cultural icon Zeenat Aman, extending its long-running ‘You Go Girl’ initiative. Titled around the theme of freedom to move on her own terms, the film transcends conventional markers of success wealth, fame or nostalgia and focuses on choice as the true driver of progress.
Through striking visuals, Zeenat rejects glitter, noise and imposed expectations, embracing unapologetic forward motion. Her journey becomes a metaphor for every woman evolving, leading and inspiring on her own path, free from permission or predefined roles.
Campus Activewear, chief innovation officer Prerna Agarwal said, “For us, empowering women goes far beyond a campaign or a single day of celebration. It begins with creating an environment where women feel confident, supported, and free to pursue their ambitions without hesitation. We focus on understanding their everyday movements and designing products that genuinely make day-to-day lives easier comfort through long days, reliability through changing roles, style that reflects individuality.”
Zeenat Aman added, “I have spent a lifetime being told what I should look like, what I should wear, and what I should represent. And for a lifetime, I have walked my own way regardless. That is not rebellion that is simply knowing who you are. When Campus approached me with this campaign, I said yes immediately, because the message is not about me. It is about every woman who has been handed a label and decided to wear it as a badge of honour instead. You go girl move your way.”
The campaign reinforces Campus’s belief that freedom is not granted, it is claimed. By featuring Zeenat Aman as both voice and symbol, the message gains deeper resonance: progress happens when women are heard, barriers are removed, and momentum is created for everyone around them.
In a world that still tries to set the pace for women, Campus and Zeenat aren’t asking for permission, they’re reminding every woman that the only approval needed to move forward is her own.
