Thums Up unveils campaign for ICC Men’s Cricket World Cup
The campaign features Rohit Sharma, Ravindra Jadeja, Jasprit Bumrah and Mohammed Siraj along with Shahrukh Khan as the ‘Voice of Belief’
Thums Up has unveiled the next chapter of its association with ICC Men’s Cricket World Cup through the launch of the campaign "Thums Up Utha, India India Macha".
The chapter features cricketers Ravindra Jadeja, Jasprit Bumrah, Mohammed Siraj and captain Rohit Sharma in a film that is centred around – ‘making India believe in Team India’. The heart of the campaign lies within its unique storytelling, brought to life by none other than Shahrukh Khan as the ‘Voice of Belief’.
The narrative delves into the current emotions of Indian cricket fans – the passionate heart that fervently believes ‘India Will Win!’ with the mind that contemplates- ‘Will India Win?’ This tussle of emotions is brilliantly encapsulated in Thums Up’s iconic Split Can, visually portraying the dynamic interplay.
Commenting on the launch of the next chapter of the ICC World Cup Campaign, Arnab Roy, Vice President, Marketing Coca-Cola India, and South West Asia said, “Thums Up's partnership with the ICC Men’s Cricket World Cup aims to empower fans and voice their opinions. Our collaboration with King Khan and the cricket icons of the country further cements our dedication to elevate fan engagement and showcases our unwavering support for Team India to bring the World Cup back home. We will do this through tech-led, real-time responses from expert panels and credible influencers that encourage everyone to keep rooting for our team.”
Sukesh Nayak, Chief Creative Officer, Ogilvy India, says, "The adversary isn't always external; at times, it's our own doubt, becoming our greatest adversary. To overcome this, we must summon our inner beliefs. Our idea is based on this strong cultural insight – while all of us want Team India to win, a few not-so-great results and the mind starts creating doubt.”
"So as the ICC World Cup inches closer, Thums Up's commitment to celebrating our players' resilience and creating unforgettable moments for fans remains steadfast, setting the stage for a truly Toofani World Cup."
