Thums Up, Coca-Cola India's iconic billion-dollar brand, has unveiled its latest campaign, "Dum Hai Toh Dikha", a powerful call to youth to rise to challenges with determination. The campaign brings together two cinematic legends, Shah Rukh Khan and Allu Arjun, both embodying the spirit of the brand's relentless drive and strength.
For decades, Thums Up has been synonymous with resilience, boldness, and unwavering intensity. The beverage has been a companion for those who face adversity head-on, and this new campaign amplifies that legacy, urging the current generation to own their moments and show their true grit.
Sumeli Chatterjee, Category Head – Sparkling Flavours, Coca-Cola India and Southwest Asia, commented, “Thums Up has consistently championed those who rise to challenges, demonstrating their resolve through action. The new campaign 'Dum Hai Toh Dikha' reinforces this ethos, urging the youth to step forward and show the world what they’re made of. The unprecedented collaboration between Shah Rukh Khan and Allu Arjun makes this campaign extremely special for us. The two cinematic legends epitomize the perseverance and strength that Thums Up embodies, making this collaboration a perfect match.”
Allu Arjun shared, “Collaborating with Thums Up has been an incredible experience. The campaign resonates deeply with my belief in forging your path and proving your worth. I'm excited to be part of a campaign that inspires this generation to take on challenges fearlessly.”
Shah Rukh Khan added, “I’ve always believed that real strength is about standing tall in the face of adversity. That’s what Thums Up has symbolized for years, and ‘Dum Hai Toh Dikha’ brings this belief to life in the most powerful way.”
Sukesh Nayak, Chief Creative Officer at Ogilvy India, described the creative concept: “Dum Hai Toh Dikha is a power-packed challenge to India’s youth. In a world that tells them to wait, Thums Up tells them to go for it. Shah Rukh Khan and Allu Arjun unleash high-octane action, leading the charge as mentors who challenge the youth to take on the odds and prove their mettle. This is a new era for Thums Up, the ultimate energizer for the youth.”
The campaign's impact continues to grow, with integrated experiences, connected packs, and an engaging digital platform set to roll out soon. Thums Up, with its legacy of bold campaigns, is redefining storytelling, continuing to captivate and inspire audiences across India.
