Cricket – As the anticipation for the ICC Men’s Cricket World Cup 2023 soars in India, Thums Up, the official beverage partner of the ICC, is all set to ignite the passion of cricket lovers with its latest campaign, ‘Toofan Uthao, World Cup Jao.’ This innovative campaign aims to address the inner dilemma of every cricket fan: which team will win the ICC Cricket World Cup this year.
Thumbs Up recognizes cricket as a unifying force in the country and leverages the unwavering passion of Indian cricket fans, who consider themselves experts with distinct points of view on the upcoming World Cup. The campaign becomes an embodiment of the nation’s excitement and anticipation in the lead-up to the ICC Men’s Cricket World Cup 2023.
The Journey of Connection and Empowerment
Thums Up’s ‘Toofan Uthao, World Cup Jao’ campaign pays tribute to India’s immense love for cricket and serves as a journey of connection, empowerment, and collective joy throughout the ICC World Cup. With India hosting the World Cup proudly, the homegrown brand invites fans to predict the winning team. By purchasing Thums Up, finding a unique code, and collecting digital victory coins, consumers can stand a chance to watch the game live, adding another layer of excitement to the campaign.
The Iconic Split Can Packaging
The campaign also introduces Thums Up’s iconic split can packaging, cleverly representing the dilemma of fans regarding the World Cup winner. The split design symbolizes the divided loyalties and passionate debates that arise as cricket enthusiasts rally behind their favorite teams.
Tish Condeno, senior category director, Sparkling Flavors, Coca-Cola India, and South-West Asia, shared his thoughts on the campaign, stating, “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 favorite cricket team. Coupled with our split can packaging, Thums Up becomes the pulse of the nation during the ICC World Cup.”
Harsha Bhogle Joins the Toofan
Renowned cricket commentator Harsha Bhogle expressed his excitement about being part of the captivating campaign for the ICC World Cup 2023, Thums Up’s ‘Toofan Uthao, World Cup Jao.’ Bhogle highlighted that witnessing the passion of Indian cricket fans is always an exhilarating experience, and the campaign promises to elevate the excitement to greater heights.
Conceptualization by Ogilvy
Ogilvy, the creative agency behind this captivating campaign, has conceptualized the campaign film. Ritu Sharda, Chief Creative Officer at Ogilvy India (North), shed light on the drive, saying, “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. In a very Thums Up way, this is the debate we’ve captured for our big ICC Men’s Cricket World Cup 2023 campaign. As the official beverage partners, we’ve launched an all-platform campaign that starts with the debate right here on our cans and gets more toofani as the World Cup comes closer. This is part one, stay tuned for more toofan.”
Thums Up’s ‘Toofan Uthao, World Cup Jao’ campaign is more than an advertising effort. It embodies the spirit of cricket in India and taps into the deep-rooted emotions of fans. The campaign encourages cricket enthusiasts to participate actively, fostering a sense of unity and excitement throughout the ICC Men’s Cricket World Cup 2023. With the nation gearing up to witness this grand sporting event on its home turf, Thums Up’s campaign promises to resonate strongly with cricket lovers, making it an unforgettable experience for all. So, let’s raise our Thums Up cans and join the toofani journey towards the World Cup!