Thums Up’s new anthem, “Aaj Kuch Toofani Karte Hain,” unites rapper Hanumankind and singer-songwriter Vishal Dadlani for the first time. With music by Sushin Shyam and visuals by Bijoy Shetty featuring cricketers Rinku Singh and Suryakumar Yadav, the campaign reasserts Thums Up’s bold legacy of intensity, adventure, and youthful energy.
In India’s crowded landscape of brand campaigns, few manage to strike the delicate balance between cultural resonance and sheer adrenaline. Thums Up, Coca-Cola’s homegrown powerhouse, has long mastered this art. Its latest brand anthem, “Aaj Kuch Toofani Karte Hain,” is not just another marketing exercise—it is a cultural moment, a rallying cry for a generation that thrives on risk, energy, and the thrill of the unknown.
The anthem is built on a collaboration that feels both unexpected and inevitable. Rapper Hanumankind, with his sharp lyrical edge and underground credibility, joins forces with singer-songwriter Vishal Dadlani, whose voice has powered some of India’s most iconic anthems. Together, they create a track that pulses with grit and grandeur, embodying the duality of Thums Up itself: raw, fearless, yet aspirational. Their chemistry is palpable, a fusion of street culture and mainstream power that mirrors the evolving soundscape of India’s youth.
Sushin Shyam’s composition provides the heartbeat of the anthem. Known for his ability to inject cinematic intensity into music, Shyam crafts a score that builds momentum like a rising tide. The beats are relentless, designed to reverberate across stadiums, streets, and digital platforms. It is music that doesn’t just accompany visuals—it drives them, echoing the rush of adrenaline that Thums Up has always promised.
The video, directed by Bijoy Shetty, translates this energy into striking visuals. Shetty’s lens captures moments of daring and transformation, where ordinary settings morph into extraordinary stages of adventure. Featuring cricketers Rinku Singh and Suryakumar Yadav, the film bridges the worlds of sport and culture seamlessly. Singh, celebrated for his fearless finishing, and Yadav, known for his flamboyant stroke play, embody the “toofani” spirit with authenticity. Their presence is symbolic, reinforcing Thums Up’s deep-rooted association with cricket, a sport that thrives on unpredictability and intensity.
What makes the anthem compelling is its narrative of everyday rebellion. It is not about grand stunts alone, but about the choice to embrace adventure in daily life. A street corner becomes a stage, a cricket ground transforms into a theatre of flair, and a beat becomes a call to action. The anthem urges its audience to push boundaries, to live boldly, to make every moment count.
Thums Up’s positioning has always been about more than refreshment. Since its inception, the brand has cultivated an image of strength, masculinity, and daring. Its campaigns have often featured high-octane visuals, stunts, and challenges that celebrate intensity. “Aaj Kuch Toofani Karte Hain” continues this legacy but with a contemporary twist. By collaborating with artists who represent the pulse of modern India and athletes who embody resilience, Thums Up ensures its message resonates with a new generation.
The timing of the anthem is strategic. In an era where brands seek to connect with youth through cultural touchpoints, Thums Up’s investment in music and sport is astute. Music remains a universal language of rebellion and expression, while cricket is India’s most powerful cultural force. By merging the two, the brand creates a narrative that is both local and global, appealing to diverse audiences while staying true to its roots.
The anthem also reflects the evolution of advertising itself. Gone are the days when campaigns lived solely on television. Today, immersive experiences span digital platforms, social media, and live events. “Aaj Kuch Toofani Karte Hain” is designed to be shared, remixed, and celebrated across these channels. It is not just a song but a movement, inviting fans to participate in the brand’s ethos of adventure.
The collaboration between Hanumankind and Vishal Dadlani signals a bridging of worlds—independent rap culture meeting mainstream music. This fusion mirrors the changing landscape of Indian entertainment, where boundaries between genres are increasingly blurred. For Thums Up, this is an opportunity to position itself at the intersection of tradition and modernity, appealing to audiences who value authenticity but also crave spectacle.
The inclusion of Rinku Singh and Suryakumar Yadav strengthens the anthem’s resonance. Both cricketers represent stories of grit and determination. Singh’s rise from humble beginnings to national recognition is a testament to resilience, while Yadav’s flamboyant style reflects confidence and creativity. Their journeys align seamlessly with Thums Up’s narrative of intensity and adventure, making them ideal ambassadors for the brand’s message.
Ultimately, “Aaj Kuch Toofani Karte Hain” is more than a campaign—it is a cultural artefact. It encapsulates the spirit of a generation unwilling to settle for the ordinary. By combining music, sport, and storytelling, Thums Up has crafted an anthem that is both entertaining and inspiring. It reinforces the brand’s identity as a symbol of boldness, while adapting to the evolving tastes of its audience.
As Hanumankind’s verses collide with Dadlani’s soaring vocals, as Shyam’s composition builds intensity, and as Shetty’s visuals capture daring moments, the anthem becomes a rallying cry. It reminds us that adventure is not a distant dream but a choice made every day. For Thums Up, the message is clear: the time to be “toofani” is now.
Discover more from Creative Brands
Subscribe to get the latest posts sent to your email.
