MAM
Thumps UP kicks-off new ‘Toofani’ campaign with Salman Khan
MUMBAI: Thums Up makes a ‘Toofani‘ start to the year with a new campaign featuring Salman Khan.
An extension of the ‘Aaj Kuch Toofani Kartey Hain‘, the Thums Up campaign once again urges its consumers to push the boundaries, to pave their own path and to unleash their potential.
The campaign shows Khan adding his style quotient as he takes a ‘toofani‘ route to get his Thums Up, turning a mundane situation of a store running out of his favourite Thums Up, into an exciting tale of adventure and thrill.
Khan inspires gut and gumption by taking complete control of the situation to get what he needs, undertaking a series of ‘toofani‘ acts to get his Thums Up.
Mahesh Babu features in the south version of the campaign.
Coca-Cola India VP marketing Anupama Ahluwalia said, “Thums Up has continued to be culturally relevant in India through the evolving expressions of masculinity. We believe masculinity today is the drive to find ones calling, to take the leap of faith and Thums Up is the iconic symbol that embodies the strength required to unleash the potential within. Through the latest campaign, Thums Up is aiming to make a cultural shift of acceptance that the hero is not divine anymore, but that it is there in all of us, it‘s just a matter of finding it, hence the Clarion Call “Aaj Kuch Toofani Kartey Hain”.
Conceptualised by Leo Burnett, the TVC has been created by Leo Burnett chief creative officer India subcontinent KV Sridhar and Director Leo Burnet ECD Sainath Saraban.
The TVC has been directed by Ravi Udyawar under the RU Films production banner. Meanwhile, the music has been composed by Ram Sampath (of Omgrown Music) to bring to life Amitabh Bhattacharya‘s toofani lyrics.
The campaign will be amplified through a 360 degree integrated communication plan. Thums Up has a robust digital plan to leverage the campaign. This includes digital and social media platforms for targeted genres: Social, Video on Demand (VOD), Search, Travel, Games,Reach portals and Mobile.
Sridhar said, “Thums Up campaigns are about adventure, dare-devil attitude and the ability to push beyond one‘s limits. The new campaign embodies these values, and having someone like Salman whose sheer screen presence is so dynamic really added to the experience. To find a script befitting Salman and Thums up and translating that on screen was both challenging and exciting. The end result is something we are all proud of and we hope the viewers enjoy watching the campaign as much as we did making it.”
MAM
Barista partners Ginny Weds Sunny 2 with mango campaign
Cafe chain blends cinema buzz with summer menu and 20 per cent offer.
MUMBAI: Love may brew slowly, but marketing clearly doesn’t especially when coffee meets cinema and mangoes steal the spotlight. Barista Coffee Company has partnered with the upcoming hindi film Ginny Weds Sunny 2 as its official beverage partner, in a move aimed at tapping into youth culture through entertainment-led engagement. The collaboration is not just a logo placement exercise. Instead, Barista is translating the film’s high-energy vibe into its cafés with a themed summer menu titled “Main Hoon Mango”, accompanied by a limited-period 20 per cent discount on combo offerings across outlets.
Actors Medha Shankr and Avinash Tiwary feature in the campaign, seen engaging with the mango-themed menu inside Barista cafés, a visual cue designed to blur the lines between reel and real-life consumption moments.
The strategy reflects a broader shift in how consumer brands are leveraging hindi film industry not just for visibility, but for immersive, on-ground engagement. By embedding the film’s narrative into its product experience, Barista is aiming to drive footfall, especially among younger audiences who increasingly seek experiential touchpoints over traditional advertising.
Barista Coffee Company CEO Rajat Agrawal described the partnership as both a branding and growth play, focused on expanding reach beyond the existing customer base and aligning with evolving consumer preferences.
The emphasis on a seasonal, flavour-led hook mango, one of India’s most culturally resonant ingredients adds a timely layer to the campaign, aligning with summer consumption trends while riding on the film’s promotional momentum.
For Barista, the move is part of a larger positioning shift. Rather than operating purely as a coffee retail chain, the brand is increasingly framing itself as a lifestyle destination, one that intersects with entertainment, conversation and shared experiences. By integrating cinema into its physical spaces, Barista is effectively turning cafés into micro-extensions of the film’s universe, where consumers do not just watch a story unfold but participate in it sip by sip.
The 20 per cent offer further nudges trial, lowering the barrier for consumers to engage with the themed menu while amplifying recall through a tangible incentive.
Brand-film collaborations are hardly new, but their execution is evolving. Where earlier partnerships relied on co-branded ads or product placements, the current playbook leans towards immersive storytelling and retail integration.
In that sense, Barista’s “Main Hoon Mango” push is less about promotion and more about participation inviting consumers to experience a slice of the film within a familiar, everyday setting. As the film industry continues to act as a cultural amplifier, such partnerships underline a growing truth, in today’s attention economy, it is not enough to be seen brands must be experienced.
And if that experience comes with a mango twist and a cinematic backdrop, all the better.
