Thums Up, the official beverage partner of the ICC, is gearing ready to pique the interest of cricket fans with its latest campaign, ‘Toofan Uthao, World Cup Jao.’ As excitement for the ICC Men’s Cricket World Cup 2023 grows in India, Thums Up’s unique campaign tries to solve every cricket fan’s inner conflict about which side will win the ICC Cricket World Cup this year.
Recognising that cricket is a unifying factor in our country, the campaign capitalises on the everlasting devotion of Indian cricket fans, who also consider themselves experts with their own perspectives on the 2017 World Cup.
Thums Up effortlessly becomes an embodiment of the nation’s enthusiasm and expectation in the lead-up to the ICC Men’s Cricket World Cup this year, thanks to this profound link.
The native brand asks followers to pick the winning team as India proudly hosts the World Cup. Customers may watch the game live by purchasing Thums Up, obtaining a unique code, and collecting digital victory coins.
Throughout the ICC World Cup, the ad pays respect to India’s tremendous love for cricket and acts as a journey of connection, empowerment, and communal delight. Thums Up’s famous split can package depicts the World Cup winner’s dilemma, adding another dimension of excitement to the campaign.
Tish Condeno, senior category director, Sparkling Flavours, Coca Cola India and South-West Asia, commented on the campaign, “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.” Thums Up becomes the nation’s pulse during the ICC World Cup when combined with our split can packaging.”
“I am beyond thrilled to be a part of this captivating campaign for the ICC World Cup 2023, Thums Up’s ‘Toofan Uthao, World Cup Jao,” noted cricket pundit Harsha Bhogle remarked of his involvement with Thums Up. Witnessing the enthusiasm of Indian cricket fans is always an amazing experience, and the campaign promises to heighten the excitement.”
Ogilvy created the concept for the campaign film. “This world cup, India will win or will India win, this is the debate that is heating up a toofan in every Indian’s mind,” stated Ritu Sharda, CCO of Ogilvy India (North). While we feel our country will win, we can’t help but wonder about the form and calibre of the other heavyweights who will make this world cup a nail-biter. This is the dialogue we’ve collected for our massive ICC Men’s Cricket World Cup 2023 campaign. As the official beverage partners, we’ve devised a multi-platform campaign that begins with a debate on our cans and grows more toofani as the World Cup approaches. This is the first instalment; stay tuned for more, toofan.”