BRAND : Thums Up
AGENCY : Leo Burnett
BASELINE : Taste The Thunder
DESCRIPTION: An
old man holding a bottle of Thums Up explains why he has been drinking it regularly over the last thirty years despite people asking him to reduce the intake of this carbonated drink. They even advised him not to bike down all the way to Goa. Further, he modestly admits that he feels very nice when he consumes Thums Up and compares this happiness with his six-kilometre run everyday. He admits that he cannot claim to live longer drinking Thums Up but showing the Thums Up sign, he proudly states that those who are happy will surely live longer. Next, he is shown enjoying bungee jumping.
4Ps TAKE : This Thums Up ad does not get beefcakes like Akshay Kumar or Salman Khan to strut their stuff. Here, an old man steals the show by ‘tasting the thunder’ – and how! The positioning of the product is to target the old generation as well, apart from the youngsters (through another recent ad, featuring Kunal Kapoor). The old man’s attitude and his loyalty towards the brand brings out the brand personality clearly: macho. This ad also asserts the Thums Up existence for thirty years in the Indian market playing on the loyalty factor toward Indian consumers, which is also the single-minded focus of this ad. This time it seems to be the real thing!
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2007
An IIPM and Malay Chaudhuri – Arindam Chaudhuri Initiative
For More IIPM Article, Visit Below....
Handset market share figures (%): Globally, US and in India
IIPM Alliances
IIPM News
IIPM going global
IIPM : EDITORIAL & RESEARCH
ABOUT IIPM
IIPM MANAGEMENT INSTITUTE
IIPM Press Release :- It’s all about value
IIPM : All the roads lead to home...
IIPM-Cooperation and Multicultural Understanding
IIPM Press Release :- Defenders of pride
AGENCY : Leo Burnett
BASELINE : Taste The Thunder
DESCRIPTION: An
old man holding a bottle of Thums Up explains why he has been drinking it regularly over the last thirty years despite people asking him to reduce the intake of this carbonated drink. They even advised him not to bike down all the way to Goa. Further, he modestly admits that he feels very nice when he consumes Thums Up and compares this happiness with his six-kilometre run everyday. He admits that he cannot claim to live longer drinking Thums Up but showing the Thums Up sign, he proudly states that those who are happy will surely live longer. Next, he is shown enjoying bungee jumping.4Ps TAKE : This Thums Up ad does not get beefcakes like Akshay Kumar or Salman Khan to strut their stuff. Here, an old man steals the show by ‘tasting the thunder’ – and how! The positioning of the product is to target the old generation as well, apart from the youngsters (through another recent ad, featuring Kunal Kapoor). The old man’s attitude and his loyalty towards the brand brings out the brand personality clearly: macho. This ad also asserts the Thums Up existence for thirty years in the Indian market playing on the loyalty factor toward Indian consumers, which is also the single-minded focus of this ad. This time it seems to be the real thing!
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2007
An IIPM and Malay Chaudhuri – Arindam Chaudhuri Initiative
For More IIPM Article, Visit Below....
Handset market share figures (%): Globally, US and in India
IIPM Alliances
IIPM News
IIPM going global
IIPM : EDITORIAL & RESEARCH
ABOUT IIPM
IIPM MANAGEMENT INSTITUTE
IIPM Press Release :- It’s all about value
IIPM : All the roads lead to home...
IIPM-Cooperation and Multicultural Understanding
IIPM Press Release :- Defenders of pride
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