Ad Campaigns
Thums up launches ‘Toofan Glass Mein Nahin, Glass Se Peete Hai’
Mumbai: Thums Up has unveiled a new power-packed campaign ‘Toofan Glass Mein Nahin, Glass Se Peete Hain’. This campaign exhibits the experience of consuming Thums Up from the Returnable Glass Bottle (RGB). The new campaign features Shahrukh Khan, and Vijay Deverakonda bringing out the TOOFANI adventure.
With a legacy of 45 years in India, Thums Up is known for its brave and adventurous spirit, nudging the audience to stay resilient and strong in the pursuit of their dreams. In line with The Coca-Cola Company’s ‘Beverages for Life’ strategy, the company continues to work towards rapid product innovation and packaging choices complemented by extensive market research and testing.
The campaign encourages consumers to have the ultimate TOOFAN experience by consuming chilled Thums Up from the returnable glass bottle, which further enhances its strong taste with the rising fizz.
Coca-Cola India & Southwest Asia senior category director sparkling flavors Tish Condeno said, “Thums Up is India’s very own homegrown brand and we are thrilled to bring forth the experience of relishing our chilled beverage with power-packed TOOFAN from returnable glass bottles. The campaign featuring our favourite Shahrukh Khan and southern superstar Vijay Deverakonda resonates with the brand’s ideology of experiencing THUNDER from a chilled returnable glass bottle.”
The launch of the new campaign reinstates the brand’s focus on providing consumers with an unparalleled consumption experience directly through glass bottles. Returnable glass bottles (RGB’s) are part of The Coca-Cola Company’s commitment to accelerate circular solutions for packaging. The Company’s World Without Waste strategy focuses on the entire packaging lifecycle—from how bottles and cans are designed and produced to how they’re collected, recycled and repurposed.
Ogilvy India (North) chief creative officer Ritu Sharda said, “Thums Up is the strongest drink in the market, and the whole act of SRK and Vijay Deverakonda grabbing a Thums Up glass bottle from the chiller, and just having it straight up felt raw and strong. Also, that pop sound of the crown flying off, watching the fizz rise up like a storm, the feel of the cold rim against your lips, and the thundering taste, of course, all adds to the Thums Up experience in a glass bottle, and we wanted you to experience that. Those of us who have had a chance to drink from the glass bottle, perhaps know that feeling, but for a whole new generation of Thums Up lovers, who still don’t know, here’s the truth -” Thums Up peene ka Mazza glass mein nahin, glass se aata hai.”
The new campaign has been brought to life through integrated 360-degree efforts across TV, social, digital, and OOH. The TVC revolves around the enriching experience of drinking the toofani beverage – Thums up, directly from the chilled glass bottle. This campaign is building on the brand’s recent campaigns on strong taste and how Thums Up pairs well with the strong flavours of biryani.
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.
