Thums Up unveils ‘Stump Cam’ campaign

Launched ahead of the ICC Men's T20 World Cup 2022, the campaign films feature cricketers like Jasprit Bumrah, Umran Malik, Brett Lee.

Thums Up, a Coca-Cola brand, has launched a new campaign titled ‘StumpCam’ to provide audiences with exclusive access to the International Cricket Council (ICC) T20 Men’s World Cup match footage and content.

The campaign features cricketers like Jasprit Bumrah, Umran Malik, and Brett Lee, aims to amplify Thums Up’s new 'Stump Cam' offering, which will offer a thrilling view into exclusive ’Toofani’ match moments, straight from the pitch.

After each World Cup match, the Stump Cam video of ‘Toofani’ cricketing moments will be accessible to viewers by scanning a QR code on the Thums Up bottle. The offering will enable cricket lovers to access unique content from the tournament like never before.

Commenting on the new campaign, Arnab Roy, vice president & head-marketing, Coca-Cola India & Southwest Asia, said, “Cricket is a shared passion which connects billions of fans across genders, generations, and cultures. Thums Up’s “Stump Cam” will offer audiences the most ‘Toofani’ view of key moments of the tournament - leveraging the Stump Cam footage was a disruptive opportunity that would bring to fans a complete new way of experiencing the game. We are elated to have on board with us India’s lead bowler and star Jasprit Bumrah, Umran Malik, who is touted as the fastest bowler in the country today; and one of the legends of the game, Brett Lee. This is the first time we are doing a content-led campaign, voiced by cricketing stalwarts like Harsha Bhogle.”

The campaign film has been conceptualised by Ogilvy. Sukesh Nayak, Chief Creative Officer, Ogilvy India says, “Thums Up’s ‘Stump Cam’ is the most daring end-to-end experience idea. It’s the most Toofani, the closest possible view of the ICC T20 Men’s World Cup. And the ticket for this is the Thums Up bottle. We are proud to conceptualise and execute this end-to-end engagement idea in partnership with some incredible partners from the world of content. #WicketSeCricket campaign is an invitation for every Thums Up drinker to experience a Toofan he or she hasn’t had so far.”

Ritu Sharda, Chief Creative Officer, Ogilvy India- North, adds, “From sitting on tree-tops, to gathering around paan shops, India has watched cricket in every possible way. But we wanted to give Thums Up fans an opportunity to get the most toofani ‘view’ in the house and frankly that's where Thums Up Stump Cam found its genesis. We wanted people to really feel the rush of a ball coming right at them at 95 mph. We wanted them to experience cricket, like a cricketer does, right from the middle of the pitch. We are partnering with ICC and Oaktree Sports, for a 24-hour match to pack to screen marathon, making World Cup 2022, the most toofani World Cup you have ever seen. Dum hai toh dekho #WicketSeCricket”

Thums Up has been a longstanding partner of the ICC (International Cricket Council). The Coca-Cola Company has a long history of partnering with major sporting events around the world, including an eight-decade long association with the Olympics, four decades with the FIFA, and nearly 25 years with World Cup Rugby.