Thums Up Reimagines Thunder with New Anthem and Youth-Focused Blitz

MUMBAI, India – February 05, 2026 – Coca-Cola India’s iconic billion-dollar brand, Thums Up, has unleashed a high-octane marketing offensive, launching a new 'Taste the Thunder' anthem that serves as the centerpiece for a multifaceted summer campaign. The initiative strategically merges music, cricket, and a significant brand overhaul in a bid to deepen its connection with India’s youth and solidify its market dominance. The new anthem, built around the clarion call "Aaj Kuch Toofani Kartein Hain," features a dynamic collaboration between mainstream rock icon Vishal Dadlani and new-age hip-hop artist Hanumankind.

A 'Toofani' Legacy Evolves

For nearly half a century, Thums Up has been synonymous with a bold, adventurous spirit. Originally launched by Parle Agro in 1977, the brand quickly established itself in the Indian market. Following its acquisition by The Coca-Cola Company in 1993, it was strategically positioned with a distinctively masculine and intense identity to differentiate it from competitors. This era cemented the legendary tagline "Taste the Thunder," which associated the strong, fizzy beverage with power, success, and high-stakes action, often fronted by the biggest names in Bollywood and cricket.

Over the years, the brand's messaging has evolved from simply tasting the thunder to embodying it. The introduction of the "Aaj Kuch Toofani Kartein Hain" (Let's do something thunderous today) philosophy marked a shift towards inspiring proactive, bold leadership among young consumers. The new campaign is not a deviation from this legacy but a powerful evolution. It retains the core 'toofani' DNA while recalibrating its expression for a new generation that values authenticity, collaboration, and immediate action over passive viewership.

The New Sound of Thunder

The choice of artists for the new anthem is a masterclass in strategic cultural curation. Vishal Dadlani brings decades of mainstream cultural authority and a cross-generational rock resonance that lends the project immediate credibility and broad appeal. His powerful vocals are a familiar sound in Indian households, representing an established form of rebellion and energy. In contrast, Hanumankind represents the uncompromising edge of India's burgeoning hip-hop movement—raw, rooted in street credibility, and speaking a language that resonates deeply with Gen Z.

This fusion of established rock and contemporary rap is intentional. "What made this collaboration fun was how different our musical worlds are," said Vishal Dadlani. "We didn't try to tame those differences or force them into one neat sound. The whole point was to spark off each other and create something toofani. That's where the real rush comes from."

The track, composed by Sushin Shyam with Hindi lyrics by Varun Grover, is designed to be a visceral experience. Hanumankind’s English rap verses inject a raw, fearless edge, which he noted came together organically. "The song came to us easy," he stated. "The version you are all hearing is very close to what came to us the first time we were in the studio."

This collaboration aims to create a cultural collision, as Devraj Sanyal, Chairman & CEO of Universal Music Group for the region, described it. "Bringing Hanumankind's raw energy together with Vishal Dadlani's iconic voice...felt like culture colliding with conviction," he said. "What we've created isn't just a new version of a jingle — it's a statement."

The Trifecta: Music, Cricket, and Commerce

Thums Up is anchoring its new campaign to the much-awaited ICC Men's T20 World Cup, creating a powerful trifecta of music, cinema, and India’s most beloved sport, cricket. The anthem’s music video, directed by Bijoy Shetty, features dynamic visuals and includes appearances by cricket stars Suryakumar Yadav and Rinku Singh, further cementing the brand's long-standing and successful association with the sport. This integrated approach creates a 'surround-sound' marketing effect, designed to engage consumers across multiple platforms simultaneously.

The strategy reflects a keen understanding of modern consumer behavior. "Young consumers are increasingly moving from passive viewership to active participation," explained Greishma Singh, Vice President of Marketing for Coca-Cola India and Southwest Asia. "They seek moments that pull them in, move fast, and feel real. That belief has shaped the 'Taste the Thunder' anthem."

Sukesh Nayak, Chief Creative Officer at Ogilvy India, which conceptualized the campaign, echoed this sentiment. "Today's youth aren't just spectators—they are the main event," he noted. "This hunger for action is the pulse of the 'Taste the Thunder' anthem. 'Aaj Kuch Toofani Karte Hain' isn't just a tagline; it's a rallying cry for shared adrenaline, instinctive moves, and the raw energy of friendship."

A Bold Play in a Crowded Arena

This aggressive marketing push comes at a critical time in the highly competitive Indian carbonated beverage market. While Thums Up has enjoyed a dominant position, even becoming a billion-dollar brand for Coca-Cola in 2021, the landscape is constantly shifting. Major rival PepsiCo remains a formidable force, and the market has seen the re-emergence of legacy brands and the growth of regional players. In this context, the new campaign is both an offensive and defensive maneuver. It is an investment in reinforcing brand loyalty and a preemptive strike to capture the attention and spending power of the next generation of consumers, ensuring the brand’s continued relevance and market leadership.

A Sharper, Future-Ready Identity

Underpinning this entire campaign is the brand's first major visual evolution in over two decades. Thums Up has introduced a refreshed visual identity and logo, designed to be sharper, more dynamic, and future-ready. This is more than a cosmetic change; it is a strategic signal that the brand is evolving in lockstep with its audience. The refreshed visual world aims to reflect the same confidence and intensity that have always been core to the brand's identity, but expressed in a visual language that aligns with how today's youth communicate and present themselves. This holistic rebranding, from the sonic identity of the anthem to the visual identity on the packaging, demonstrates a comprehensive commitment to keeping the 49-year-old brand at the forefront of Indian youth culture.