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Tag: Thums Up

  • THUMS UP and Being Human campaign ‘VEER’

    THUMS UP and Being Human campaign ‘VEER’

    MUMBAI: Thums-Up Being Human VEER in association with CNN-IBN and American India Foundation (AIF), have started VEER, an awareness and fundraising campaign to unleash the potential of persons with disabilities (PwD) and make them employable. At the gala grand finale of this unique initiative held in Mumbai recently, we celebrated the rise of some of India’s most well known PwDs and took up the need for enabling PwDs by recognising their inner abilities.

     

    Led by campaign ambassador Salman Khan, the panellists stressed the need to change social mindsets towards disability. The expert panel included: Sudha Chandran, Bharatanatyam dancer and actor; lyricist and poet Prasoon Joshi; Hemanth Paul, Country Director, AIF; Debabrata Mukerjee, Vice President, Marketing and Commercial at Coca-Cola India; Neelam Jolly, Founder, Vishwas; Prasana Karmakar, Arjuna awardee para swimmer; Mithu Alur, Founder, ADAPT; actor Anupam Kher; and Lt Gen Vijay Oberoi, Founder, War Wounded Foundation.

     

    During the event, the stage was taken over by breathtaking performances by PwDs. The performers included students of VMS School who performed malkhamb, visually impaired signer Diwakar, and partially blind standup comedian Sundeep Rao among others. Various celebrities such as Anup Soni, Gulshan Grover, Rahul Roy, Vishakha Singh, Sushant Singh, Swara Bhaskar, and Urvashi Dholakia also attended the event and lent their support to the campaign.

     

    Catch the Grand Finale of Veer on Saturday, March 29, at 9:30 PM on CNN-IBN & at 10:00 PM on IBN7; and on Sunday, March 30 at 10:00 PM on CNN-IBN & at 12:00 PM on IBN7.

     

  • Thums Up-Being Human VEER in partnership with CNN-IBN & AIF

    Thums Up-Being Human VEER in partnership with CNN-IBN & AIF

    MUMBAI: Thums Up-Being Human campaign VEER, in partnership with CNN-IBN & American India Foundation (AIF), has already managed to collect INR 50 lakhs in donations, a landmark feat after just one month of its launch. The campaign, which was launched on January 24, had set out to raise at least INR 75 lakhs to make 1,000 people with disabilities employable.

    PFA and enclosed below the milestone promo of Salman Khan and the youtube link for the same.

    Also, find below the link for the mash up promo with all the celebrity bytes who have supported the cause.

    Youtube links:

     

  • Thums Up, Being Human & AIF launch “VEER”

    Thums Up, Being Human & AIF launch “VEER”

    MUMBAI: Living up to its toofani message of unleashing the potential within, India’s most iconic brand Thums Up has come together with brand ambassador Salman Khan’s Being Human Foundation and CNN-IBN to launch Campaign VEER – Unleashing the Inner Potential of Persons with Disabilities. With the American India Foundation (AIF) coming on board as Implementation Partners, VEER is set to be a two-month long media campaign showcasing case examples of Persons with Disabilities (PwD) who have succeeded in their endeavors on the strength of their self belief, despite environmental and attitudinal barriers.

    The initiative aims to reach out to more than 1000 PwDs with skill training and employment opportunities and will also raise advocacy on issues revolving around inclusiveness, employability of PwDs and workplace accessibility. In its first phase, this special campaign aims to collect funds to train and economically empower at least 1,000 PwDs.

    Speaking about the campaign, Salman Khan, Founder of Being Human and Face of Campaign VEER said, “Together with Thums Up, Being Human has launched Veer, a campaign that recognizes the potential of differently abled individuals and provides them with a level playing field. We are thankful to CNN-IBN and AIF for their support”.

     

    Rajdeep Sardesai, Editor-in-Chief, CNN-IBN, IBN7 and IBN-Lokmat, said, “We at IBN Network firmly believe that journalism has to be truly inclusive. As part of this commitment, we are very proud to announce VEER in association with Thums up, American India Foundation and Being Human.”

    VEER will address challenges such as inclusive education and employment, skill training and development, and advocating for disabled-friendly technology. Towards this, several panel discussions are set to be held with participation from the who’s who from  government, corporate, NGOs, policy makers/ think tanks and donors of the campaign to discuss on the way forward to empower the ‘specially-abled’ of the country. Key takeaways from these discussions would be compiled into a ‘Vision Document’ and presented to the government.

    AIF will impart vocational training to these individuals and ascertain their requirements so that they can be made job-ready. As outlined by AIF, INR 7,500 is all it takes to train an individual with disability to make him/her employable.

    Speaking about the initiative, Debabrata Mukherjee, VP-Marketing & Commercial, Coca-Cola India said, “Thums Up as a brand believes that everybody has the potential within, it’s just that one needs to nudge himself and take the leap of faith that can change his reality. In continuation with the same belief, through the campaign VEER, we would like to offer specially abled persons a platform to unleash their own potential. We are very glad that partners like CNN-IBN,  Being Human and American India Foundation have joined hands and we hope that together we will be able to make a positive difference”

    Hemanth Paul, Country Director, AIF, said, “Irrespective of whether you are a person with disability or not, economic independence is a critical thing for everyone. We need to mould persons with disability from being a liability to an asset. At the American India Foundation, we have been working on the whole livelihood space for the last eight years to make such people financially independent.”

    The launch episode of VEER will introduce the viewers to the idea behind starting this campaign and reveal how every Indian can get involved. On the show, eminent voices such as disability rights activist Javed Habibi; actor-activist Rahul Bose; Deepak Jolly, VP Communication & Public Affairs at Coca-Cola; Hemanth Paul, Country Director, AIF; para table-tennis champion Suvarna Raj; and Pankaj Dubey, MD, Polaris India, will discuss the need for a campaign like VEER.

    The series with four episodes will run in conjunction with digital platforms. A dedicated call centre- 0120-4019191, a website – www.theveer.in, and a mobile app – VEER has been set up to enable people to make contributions. One can also send an SMS, ‘VEER’ to 51818 to know more about the initiative and make individual donations.
     

    Don’t forget to watch the special series on

    Saturday, 25th January at 2:00pm and 10:30pm (R), Sunday, 26th January at 12:00noon and 6:00pm (R) on CNN-IBN and Saturday 25th January at 1:00pm and Sunday, 26th January at 6:00pm (R) on IBN7

  • Thumps UP kicks-off new ‘Toofani’ campaign with Salman Khan

    MUMBAI: Thums Up makes a ‘Toofani‘ start to the year with a new campaign featuring Salman Khan.

    An extension of the ‘Aaj Kuch Toofani Kartey Hain‘, the Thums Up campaign once again urges its consumers to push the boundaries, to pave their own path and to unleash their potential.

    The campaign shows Khan adding his style quotient as he takes a ‘toofani‘ route to get his Thums Up, turning a mundane situation of a store running out of his favourite Thums Up, into an exciting tale of adventure and thrill.

    Khan inspires gut and gumption by taking complete control of the situation to get what he needs, undertaking a series of ‘toofani‘ acts to get his Thums Up.

    Mahesh Babu features in the south version of the campaign.

    Coca-Cola India VP marketing Anupama Ahluwalia said, “Thums Up has continued to be culturally relevant in India through the evolving expressions of masculinity. We believe masculinity today is the drive to find ones calling, to take the leap of faith and Thums Up is the iconic symbol that embodies the strength required to unleash the potential within. Through the latest campaign, Thums Up is aiming to make a cultural shift of acceptance that the hero is not divine anymore, but that it is there in all of us, it‘s just a matter of finding it, hence the Clarion Call “Aaj Kuch Toofani Kartey Hain”.

    Conceptualised by Leo Burnett, the TVC has been created by Leo Burnett chief creative officer India subcontinent KV Sridhar and Director Leo Burnet ECD Sainath Saraban.

    The TVC has been directed by Ravi Udyawar under the RU Films production banner. Meanwhile, the music has been composed by Ram Sampath (of Omgrown Music) to bring to life Amitabh Bhattacharya‘s toofani lyrics.

    The campaign will be amplified through a 360 degree integrated communication plan. Thums Up has a robust digital plan to leverage the campaign. This includes digital and social media platforms for targeted genres: Social, Video on Demand (VOD), Search, Travel, Games,Reach portals and Mobile.

    Sridhar said, “Thums Up campaigns are about adventure, dare-devil attitude and the ability to push beyond one‘s limits. The new campaign embodies these values, and having someone like Salman whose sheer screen presence is so dynamic really added to the experience. To find a script befitting Salman and Thums up and translating that on screen was both challenging and exciting. The end result is something we are all proud of and we hope the viewers enjoy watching the campaign as much as we did making it.”

  • The Thums Up man graduates to a new masculine code this summer

    The Thums Up man graduates to a new masculine code this summer

    MUMBAI: Thums Up, India‘s most successful cola brand, is evolving into a wholesome personality while sticking to its masculine image.

    This summer, Thums Up has graduated from its ‘Live the Thunder’ life philosophy to a new masculine code.

    Aided by creative agency Leo Burnett, Thums Up has unleashed its ‘Aaj kuch toofani kartey hain’ (Let‘s do something stormy today) campaign as it seeks to quench the thirst of an increasing number of Indian consumers this hot summer and maintain its leading market share position in the cola segment.

    Featuring action movie star Mahesh Babu, model-turned-actor Sahil Shroff, winner of Khatron ke Khiladi 2011 Dhaval Thakur and Kingfisher calendar girl Angela Johnson, the Thums Up man grows up from being the ‘angry young man’ to the ‘cool risk taker’, the follower of ‘playful mastery’ and now the advocate of bold masculine leadership.

    Shot in Bangkok, the campaign highlights a series of daredevil acts by Babu and his team who use Thums Up as a fuel to achieve their mission to do something ‘Toofani’ (stormy). As the leader of the pack, Babu inspires his team to use a combination of bold action, smart thinking and team effort to outwit the challenges, demonstrating the bold leadership and daredevil attitude of a Thums Up lover.

    The campaign also includes an anthem that has been composed by the lyricist duo of Ram Sampath and Amitabh Bhattacharya of ‘Delhi Belly‘ fame. The ad film has been directed by Hollywood action director Nick Livesey.

    Says Leo Burnett executive creative director Sainath Saraban, “Thums Up campaigns are about ultimate adventure and daring stunts that reflect the brand’s persona. The new ‘Aaj Kuch Toofani Kartey Hain’ campaign has been designed to give the consumers a differentiated and thrilling experience. Shooting this campaign was extremely challenging and exciting and that added to the stature of the stunts.”

    In the past too, Thums Up‘s brand proposition has been “action” and “daring” virtues as it differentiates itself from the other cola competing peers as a stronger aerated drink. The bold, red Thums Up logo is a very popular icon in India, forcing Coca-Cola to acquire it.

    Thums Up‘s previous brand ambassadors include Bollywood actors Salman Khan and Akshaye Kumar.