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Thums Up Drops New Anthem with Hip-Hop Star
5 Feb
Summary
- New Thums Up anthem features Hanumankind and Vishal Dadlani.
- The song's core lyric is 'Aaj Kuch Toofani Kartein Hain'.
- Anthem aims to connect with youth through music, cricket, and cinema.
Coca-Cola's Thums Up brand has released a new high-octane anthem titled 'Taste the Thunder.' This new track features a collaboration between hip-hop artist Hanumankind and acclaimed singer Vishal Dadlani, aiming to capture the brand's energetic 'toofani' spirit.
The lyrical core of the song is the phrase 'Aaj Kuch Toofani Kartein Hain,' which encapsulates the brand's message of raw energy and youthful defiance. Both artists embody Thums Up's strong taste and bold personality, with Hanumankind representing India's new-age hip-hop and Dadlani bringing his extensive mainstream appeal.
Conceptualized by WPP Ogilvy and produced with Universal Music Group, the anthem was directed by Bijoy Shetty, composed by Sushin Shyam, and features lyrics by Varun Grover. It debuted at a press event in Mumbai with the artists in attendance.
Further strengthening its connection with sports, the anthem includes appearances by cricketers Suryakumar Yadav and Rinku Singh. It serves as the anchor for Thums Up's summer campaign, launching alongside the ICC Men's T20 World Cup, integrating music, cinema, and cricket across various platforms.
This initiative marks a significant visual evolution for Thums Up, following a recently refreshed visual identity and logo designed to be sharper and more future-ready, reflecting the brand's enduring confidence and intensity.
