Thums Up Charged is Thums Up with extra thunder in it - just the kind of push that somebody needs to take his or her achievement to the next level. When I wrote this film, I wanted to leave the viewer with a message that worked at a product level and was inspirational as well. If there’s one thing we want people to do after being exposed to this communication, it is to - #TakeCharge.

Sainath Saraban

Creative Head, Leo Burnett

Thums Up TVCs are all about seeking thrill, adventure, exhilaration and excitement and Ranveer Singh as a brand ambassador embodies all of that perfectly. The ‘#TakeCharge’ campaign is about taking the controls of life in one’s hands and overcoming adversities by not giving up hope. Our TVC captures this attitude and we are confident that the campaign will resonate well with all Thums Up lovers.
Ajay Bathija

Director, Colas Marketing, Coca-Cola India & South West Asia

Agency:  Leo Burnett
Creative Head:  Sainath Saraban
Production House: Picture Perfect
Post Production House: Universal Production Partners
Director:  Marco Kalantari

We were having a Group Creative Therapy session on the power of videos in the mobile world and everybody had a story of how a video affected them and made them change something in their lives. We realised that it’s not just our story but everybody’s story. That’s how was born the thought for the campaign. The brand has always been about ‘transformation with purpose’, and our new campaign builds on that.

Josy Paul

Chief Creative Officer and Chairman, BBDO India

The new Idea campaign is inspired by the many transformational stories that have been enabled by videos. Videos do not just entertain us, they influence us, stir emotions, inspire, move and lead us to positive actions. Videos on our mobile phones are a transformative force of good. Backed by the power of Idea 4G, it has the power to spread and transform our society for the better.
Sashi Shankar

Chief Marketing Officer, Idea Cellular

Creative team:  Josy Paul & Ajai Jhala
Executive Creative Director : Hemant Shringy
Sr. Creative Director : Priyanka Patyal
Copy Writer : Pooja Daga
Director of the film: Shimit Amin

Pepperfry is preparing for their 6th birthday this year. What better way to celebrate than having everyone involved in the process, dancing and playing music. It was awesome interpreting the brand tune with a full brass band, and getting dancers to improvise steps using furniture.
Rahul Nangia

Jt.NCD, Law & Kenneth Saatchi & Saatchi

Today, we are a nationally well-known brand despite operating in a highly fragmented segment and we want to give back this love to our consumer by celebrating our birthday with them. We are celebrating this occasion in a grand way by extending the season’s biggest discounts to Pepperfry customers and through some fun campaigns & contests across all our social channels.
Kashyap Vadapalli

CMO and Business Head

Agency: Law & Kenneth Saatchi & Saatchi
Creative Team: Rahul Nangia, Amol Dahanukar, Mayuresh Wagle, Pravin Margaj, Manvi Mahendru
Production House: Elements
Directors:  Vivek Daschaudhary & Rahul Nangia

People who make it large thrive on unfavourable conditions in fact they seek them because it brings out the best in them. The Royal Stag TVC reflects today’s youth attitude who view hardships not as obstacle but as springboards to achieve greater success in life.

Kapil Arora

President - Ogilvy Group Companies, Gurugram

Royal Stag is an iconic brand with a strong lighthouse identity that has always motivated its patrons. The brand stands for an attitude that makes winners reject all negative forces and follow the belief that no matter how big the challenge, winners turn it around to their advantage. Ranveer carries this attitude and is a wonderful example of someone who has made it large in life.
Raja Banerji

Assistant Vice President, Marketing, Pernod Ricard India

Creative agency:  Ogilvy & Mather
Production House: Clapper Boy Films
Director:  Lloyd Baptista

Compiled by - Simran Sabherwal
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Volume 14 ISSUE30