Bollywood King Akshay Kumar Performs Daredevil Fea

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Posted: 16 years ago

Bollywood King Akshay Kumar Performs Daredevil Feats in the Latest Thums Up's Initiative
By FK, 3 October, 2008

Bollywood%20King%20Akshay%20Kumar%20Performs%20Daredevil%20Feats%20in%20the%20Latest%20Thums%20Ups%20Initiative

To celebrate the festive season, Thums Up, India''s largest Cola brand is all set to launch a new look "Taste The Thunder" communication initiative. The launch of the new integrated marketing communication plan includes airing a powerful TV commercial, featuring Bollywood King, "Akshay Kumar". The Thums Up brand ambassador is seen performing adventurous and thrilling feats like mountaineering and rollercoaster ride and reaching out for his Thums Up. The latest communication initiative brings out the "Anything For Thunder" attitude of the Indian male. The integrated communication initiative is shot in two series on a never-before seen scale and uses latest cutting edge computer graphics.

According to Kashmira Chadha, Director Marketing, Coca-Cola India "The latest Thums Up initiative being launched during the festive season aims at portraying the anything for my thunder attitude of the Indian male. He is a person who will do anything to get his favorite soft drink. Nothing can come in between him and his Thums Up. To drive this message, an integrated communication plan, involving both above and below the line initiatives are being rolled out."

In addition to leveraging mass media, integrated communication plan is complimented by a range of on the ground initiatives - road shows and contests across all key markets. Conceptualized by Leo Burnett's Executive Creative Director Sainath Saraban and shot by Malaysian Director, Farouk Aljoffrey. A similar initiative for Thums Up has been launched in the South market featuring Tollywood Super Star Mahesh Babu.

http://filmicafe.com/news_detail.php?news_id=7493