The people behind Thums Up's latest blockbuster campaign featuring Shah Rukh Khan talk about what it takes to build an iconic brand and the genesis of a toofani idea, in an exclusive interview
Two iconic Indian brands unite. Homegrown but owned by The Coca-Cola Company, Thums Up has launched a campaign, ‘Soft Drink Nahin, Toofan’, starring Shah Rukh Khan. The company roped in the star to present its new #ThumsUpStrong platform. Conceptualised by Ogilvy, Khan is seen as an action hero, performing deadly stunts and beating up bad guys on a high-speed train. The campaign also coincides with the key milestone of Thums Up becoming a billion-dollar brand.
Storyboard18 caught up with Arnab Roy, VP and head - marketing, Coca-Cola India and Southwest Asia, Piyush Pandey, chairman of global creative and executive chairman, Ogilvy India and Sukesh Nayak, chief creative officer, Ogilvy India, to find out more about the genesis of this toofani idea. In this exclusive interview with Storyboard18, they share what it takes to build an iconic homegrown brand.