This summertime , the iconic construct inwards the Indian soft drinks manufacture has made a pregnant alter inwards its positioning. Thums Up, rightly said every bit India's most resilient brand, is forthwith running a drive which marks a pregnant alter inwards its positioning.
Over the end few years, Thums Up has been promoted on the topic where the protagonist ( celebrity) would produce anything for his Thums Up. In all the campaigns, the protagonist would produce unbelievable stunts to larn concord of this Thums Up. The construct lived upward to its reputation of beingness a Macho drinkable was farther reinforced yesteryear its powerful tagline " Taste the Thunder".
This summer, the construct owners decided to alter the winning formula. The entire brand's communication platform has been changed. The protagonist forthwith does non chase Thums Up. But rather, he gets in addition to thus excited afterward having Thums Up that he begins to produce the stunts. The construct although retains the tagline " Taste The Thunder" forthwith has to a greater extent than or less other slogan " Aaj Kuch Toofany Kartey Hain ".
Watch the scream hither : Thums Up Live the thunder
It also seems that the construct has dropped Akshay Kumar every bit the construct ambassador. The novel scream features the Telugu super star - Mahesh Babu for the all Republic of Republic of India campaign.
What is pregnant inwards the latest drive is that the brand's Definition of context has changed. The protagonist forthwith possess Thums Up in addition to forthwith he is seeking excitement exterior the construct . In my opinion, forthwith the construct is no longer the major focus or the finish inwards the plot. The ultimate finish of the celebrity is forthwith something other than the construct ( similar shortcut /time saving etc) . This is a really pregnant alter inwards the brand's communication strategy and non a adept idea. While the before topic of chasing a Thums Up was unique, the thought of doing stunts afterward consuming a soft-drink is an erstwhile idea. For event , Mountain Dew's drive of Daar Ke Aage Jeet Hain has the similar concept. I don't sympathise why a construct similar Thums Up chose to ditch its unique communication platform in addition to conform a also-ran communication theme. Who got bored alongside the erstwhile positioning ?
The alone solace is that the construct withal carries the iconic tagline " Taste the Thunder "
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afaqs has a relevant article on the dependent champaign - Read it here
