Thums Up brings 'Toofani' experience on ground

Thums Up Toofani zone will travel to Allahabad, Varanasi and Kanpur and will showcase extreme sports including Freestyle BMX biking and Parkour. The initiative is preceded by five days' road show to create awareness among the consumers.

Thums Up launched a fresh brand campaign for the summer season, led by a new television commercial (TVC) with the tagline 'Aaj Kuchh Toofani Kartey Hain'. Extending the campaign on ground, it has now launched an initiative with an aim to engage consumers with a Toofani experience.

As a part of the on-ground initiative, the soft drink brand created a Toofani zone at Ram Leela Maidan, Ghaziabad on May 6. The four-hour initiative comprised of a mix of extreme sports such as Freestyle BMX biking and Parkour. Based on the tagline, the Toofani zone showed live performances by BMX bikers and Parkour Traceurs to give the experience of 'Aaj Kuchh Toofani Kartey Hain', a theme which drives to push beyond boundaries and do something daring.

Also, there were choreographed dance sequences, laser and pyro shows, a rock concert presented by band Euphoria, along with games for consumers which gave them an opportunity to win a BMX Bike and Thums Up branded merchandise.

Anupama Ahluwalia, vice-president, marketing, Coca-Cola India and SWA, says, "Thums Up has always been associated with action, attitude and adventure - a positioning that has made it India's largest sparkling drink brand. The Thums Up 'Toofani Zone' is a special initiative that takes on from the resounding success of our rural initiative, Thums Up 'Jalsa', to now connect with our urban loyalists. This unique 'Toofani' experience of some of the best entertainment and extreme adventure sports is in keeping with Thums Up's current credo of 'Aaj Kuchh Toofani Karte Hain'."

In order to create awareness about the initiative and to ensure reach, it was preceded by a five-day road show that showcased a mini 'Toofani Zone' with a set of BMX riders and Parkour artists performing as a teaser to the main event.

The Thums up Toofani zone will now travel to three other cities, including Allahabad (on May 13), Varanasi (on May 20) and Kanpur (on May 27).