Ad Campaigns
Thums Up’s ‘Toofan Uthao, World Cup Jao’ campaign for ICC Men’s Cricket World Cup 2023
Mumbai: Thums Up, India’s homegrown beverage brand from The Coca-Cola Company, is all set to ignite the passion of cricket lovers as the official beverage partner of the ICC with its latest campaign, ‘Toofan Uthao, World Cup Jao.’ As the anticipation for the ICC Men’s Cricket World Cup 2023 reaches soaring heights in India, Thums Up’s innovative campaign aims to address the inner dilemma of every cricket fan about which team will win the ICC Cricket World Cup this year.
Recognising that cricket is a unifying force in our country, the campaign leverages the unwavering passion of Indian cricket fans, who also consider themselves to be experts with their distinct points of view on the upcoming World Cup. With this profound connection, Thums Up seamlessly becomes an embodiment of the nation’s excitement and anticipation in the lead-up to the ICC Men’s Cricket World Cup this year.
This one-of-a-kind campaign not only sets a new benchmark in marketing but also showcases Thums Up’s commitment to connecting with Indian fans at a deeper level. The campaign’s integrated approach, powered by data, technology, and content, positions Thums Up as the pulse of the nation during the ICC World Cup.
With India proudly hosting the World Cup, the homegrown brand invites fans to predict the winning team. By purchasing Thums Up, finding a unique code, and collecting digital victory coins, consumers can stand a chance to watch the game live.
The campaign also pays tribute to India’s immense love for cricket and serves as a journey of connection, empowerment, and collective joy throughout the ICC World Cup. To add another layer of excitement to the campaign, Thums Up’s iconic split can package represents the dilemma of fans on the World Cup winner.
Sparkling Flavors, Coca-Cola India and South-West Asia senior category director Tish Condeno said, “Amidst the excitement building up for the World Cup this year, the first phase of our integrated campaign ‘Toofan Uthao, World Cup Jao’ embraces India’s love for cricket and empowers fans to voice their support for their favourite cricket team. Coupled with our split can packaging, Thums Up becomes the pulse of the nation during the ICC World Cup.”
Commenting on his association with Thums Up, renowned cricket commentator Harsha Bhogle said, “I am absolutely thrilled to be a part of this captivating campaign for the ICC World Cup 2023, Thums Up’s ‘Toofan Uthao, World Cup Jao’. It’s always an exhilarating experience to witness the passion of Indian cricket fans, and the campaign promises to elevate the excitement to greater heights.”
Ogilvy India (North) CCO Ritu Sharda said, “This world cup, India will win or will India win, this is the debate that is stirring up a toofan in every Indian’s mind. As we stand by our team and believe they will win, we can’t help but wonder about the form and calibre of the other heavyweights that will make this world cup a nail-biter. In a very Thums Up way, this is the debate we’ve captured for our big ICC Men’s Cricket World Cup 2023 campaign. As the official beverage partners, we’ve launched an all-platform campaign that starts with the debate right here on our cans and gets more toofani as the World Cup comes closer. This is part one, stay tuned for more toofan”.
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.
