In an effort to ignite passion and celebrate cricket with every Indian fan, Thums Up has launched its latest campaign, ‘Toofan Uthao, World Cup Jao,’ as the official beverage partner for the ICC Men’s Cricket World Cup 2023. Recognizing cricket as a unifying force in the country, the campaign aims to address the inner dilemma of every cricket enthusiast as they speculate on which team will emerge victorious in this year’s World Cup.
With India proudly hosting the World Cup, the homegrown brand invites fans to predict the winning team and offers an exciting opportunity to watch the game live. Consumers can participate by purchasing Thums Up, finding a unique code, and collecting digital victory coins. This one-of-a-kind campaign showcases Thums Up’s commitment to connect with Indian fans at a deeper level, positioning the brand as the pulse of the nation during the ICC World Cup.
The campaign film, conceptualized by Ogilvy, captivates the essence of the upcoming World Cup, portraying the excitement and anticipation in the minds of every Indian cricket fan. Ritu Sharda, CCO at Ogilvy India (North), highlighted, “This world cup, India will win or will India win, this is the debate that is stirring up a toofan in every Indian’s mind. As we stand by our team and believe they will win, we can’t help but wonder about the form and caliber of the other heavyweights that will make this world cup a nail-biter.”
Thums Up’s iconic split can package represents the dilemma of fans as they ponder on the World Cup winner, adding another layer of excitement to the campaign. The brand aims to pay tribute to India’s immense love for cricket, creating a journey of connection, empowerment, and collective joy throughout the ICC World Cup.
Renowned cricket commentator, Harsha Bhogle, expressed his enthusiasm about being part of this captivating campaign. He stated, “I am absolutely thrilled to be a part of this captivating campaign for the ICC World Cup 2023, Thums Up’s ‘Toofan Uthao, World Cup Jao’. It’s always an exhilarating experience to witness the passion of Indian cricket fans, and the campaign promises to elevate the excitement to greater heights.”
Thums Up’s integrated approach, powered by data, technology, and content, further strengthens its connection with Indian cricket fans. The campaign will be seen across all platforms, starting with the debate on their beverage cans, and will continue to build excitement as the World Cup draws nearer.
As the nation eagerly awaits the ICC Men’s Cricket World Cup 2023, Thums Up’s ‘Toofan Uthao, World Cup Jao’ campaign is set to create an electrifying atmosphere, celebrating the spirit of cricket and the unwavering support of Indian cricket fans. Stay tuned for more toofan as the campaign unfolds with the ICC World Cup drawing closer.
