The popular beverage brand, Thums Up has launched yet another campaign surrounding the ICC Men’s Cricket World Cup 2023 with the message ‘Tere andar ka har shaq mitaenge, Toofan hain, Cup to hum hi uthaenge’ starring the global superstar, Shah Rukh Khan as the biggest fan and ‘Voice of Belief.’
King Khan played two characters in the ad film: the head and the heart of each fan, with the heart finally triumphing over the mind with its unwavering support for Team India.
Thums Up has relentlessly stood by every cricket fan on this extraordinary journey, as it understands that cricket is more than just a game. Thums Up has made sure that cricket fans have solid confidence in Team India’s triumph by engaging with them and addressing their inner struggles, emphasizing the unwavering resolve of our players, and launching the “Thums Up Fan Pulse” on Disney+ Hotstar to encourage passionate interactions.
As the competition progresses, conviction takes centre stage, making any doubts irrelevant. The brand hopes that Shah Rukh Khan’s captivating portrayal will inspire cricket fans to believe in Team India, making the route to triumph even more exciting.
Tish Condeno, Senior Category Director, Sparkling Flavors, Coca-Cola India, and South-West Asia, said, “We believe that the ICC Men’s Cricket World Cup is the biggest sporting event for the country. Partnership with the ICC provides us with a unique opportunity to unite our customers, consumers, brands, and cricket through diverse engagement formats. Our collaboration with Shah Rukh Khan as the ‘Voice of Belief’ for Thums Up’s association with ICC Men’s Cricket World Cup campaign embodies our commitment to turning every doubt into an unwavering belief.”
On this association, Shah Rukh Khan, said, “It’s a pleasure to be the ‘Voice of Belief’ for Thums Up’s association with ICC Men’s Cricket World Cup, which speaks to the hearts of a billion cricket fans. This is a special one for India as the World Cup is happening in our own country and we must all cheer for our Toofans, rooting for them to create history one more time.”
Sukesh Nayak, Chief Creative Officer, Ogilvy India, said, “Cricket is a wave that rides on pure emotion. When the team is playing well, we all rally behind the team, and suddenly with one subpar performance, we lose all hope. It’s intense. It’s almost like there are two sides within all of us constantly pushing against one another. The doubter and the believer. It’s very real. So, with Thums Up’s 2023 World Cup campaign, we asked Shah Rukh Khan to feature in a double role and bring out this battle of opinions, quite literally. Making the point very clearly and very strongly. The doubter in you may push with all the might, but the believer in you shall prevail. Let’s be true fans. Let’s believe India will win.”
Thums Up will also cooperate with the Bharat Army, Team India’s most ardent fan army, to generate real-time material to foster belief in India’s World Cup success.