MUMBAI: The soft drink industry seems to be gearing up and how. Thums Up has unveiled a new campaign – Thums Up Piyoge? Ninja Chalaoge? Hai Dum? – to promote the biking culture in India. The Thums Up under-the-crown (UTC) promotion is in line with brand’s core identity of being – macho, outgoing, adventurous, and fearless.
The national program will give the four lucky winners an opportunity to ride home Kawasaki NINJA ZX 6R worth about Rs. 6,00,000 each.
To participate in the promotion, the consumers need to peel the crown liner of their Thums Up bottle and collect four parts of Kawasaki NINJA ZX 6R bike. Other prizes include over 100 Bajaj Pulsars and lakhs of cool and biking gears like biker’s jacket, bags, sunglasses, and waist-pouches up for grabs.
Says Coca-Cola India vice-president marketing Vikas Gupta, “We have an overwhelming response to the Thums Up Everest Challenge – Hai Dum? The campaign has managed to touch more than five lakh consumers in nearly 500 cities and towns. Thums Up Piyoge? Ninja Chalaoge? Hai Dum? also personifies the spirit of Thums Up – the spirit of adventure, of thrill, of excitement.”
The entire campaign is being supported by an integrated marketing and communications plan that includes a TVC featuring Akshay Kumar, the brand ambassador for the cola. The TVC, conceptualized by Leo Burnett was launched on 12 April 12 across all mainline Hindi channels inviting the Thums Up drinkers to participate in the UTC promotion. The TVC starts with the opening of a Thums Up bottle and the crown transforms into the legendary masked warriors, the Ninjas. The four Ninjas attack the hero, but he, in his usual nonchalant way overcomes them easily. The communication construct echoes the promotion mechanic, ‘capture the 4 Ninjas and win the Kawasaki Ninja’. The film is directed by Savier who was flown in from Iceland and produced by the Mad Entertainment.
Other marketing programs lined up for the promotion of The Thums Up Ninja Hunt include activation of key accounts, promotional activities in colleges and marketplaces and an extensive road-show showcasing the machines covering the country.