Not every soft drink ad feels like an event. This one does. In its latest campaign, Thums Up doesn’t just advertise a beverage it launches a full-blown anthem. Timed around the ICC Men’s T20 World Cup, the brand transforms its iconic “Taste The Thunder” line into a loud, performance-driven cultural drop that blends music, cricket and cinematic storytelling.
What makes this campaign different is its scale and energy. Instead of following the usual summer-ad formula of friends, fun and refreshment, Thums Up leans into raw intensity. The ad feels more like a music video than a commercial. Fast cuts, dramatic lighting, large crowd shots and high-impact action sequences create a charged atmosphere from the very first frame. It doesn’t ask you to feel refreshed, it dares you to feel unstoppable.
The film captures chase, power and attitude. The bottle isn’t gently sipped; it’s pursued. The visuals are gritty and bold, echoing the brand’s long-standing image of masculinity, strength and daring. Thunder isn’t used as a metaphor quietly it is shown through stormy sound design, pounding beats and electrifying motion.
Why the Music Works
Music is the spine of this campaign. Instead of background scoring, the brand builds the entire narrative around an anthem. Featuring artists like Hanumankind, Sushin Shyam, and Vishal Dadlani, the track mixes rap, powerful vocals and stadium-style production.
Hanumankind brings street credibility and contemporary youth appeal. His aggressive flow matches the brand’s rebellious tone. Sushin Shyam’s composition adds cinematic scale and intensity, making the anthem feel larger than life. Vishal Dadlani’s high-energy vocals add familiarity and mass appeal, ensuring the song connects across age groups. Together, they create a sound that feels raw, loud and unapologetic perfectly aligned with Thums Up’s brand DNA.
The lyrics act less like a jingle and more like a battle cry. Instead of talking about taste in a traditional way, the anthem celebrates boldness and action. It transforms “Taste The Thunder” from a tagline into a mindset.
Why Cricket Makes It Bigger
Featuring cricketers Suryakumar Yadav and Rinku Singh, the campaign taps into the emotional high of tournament season. Cricket in India is already a spectacle; combining it with music and cinema elevates the ad into a cultural moment. The cameos don’t feel forced — they amplify the adrenaline. With the T20 World Cup setting the backdrop, the anthem feels like it belongs in a stadium, not just on television.
Why the Visuals Feel Cinematic
The production quality is intentionally blockbuster-level. With large crowd sequences, stylised action shots, dramatic close-ups and sharp lighting, the film resembles a movie trailer more than a commercial. The bottle of Thums Up is framed as an object of power almost like a trophy or a reward earned through grit. The visual language is loud, dark and high-contrast, reinforcing the thunder theme.
Link to the campaign:
What truly sets this campaign apart is that it moves beyond product demonstration. It doesn’t explain ingredients or fizz. Instead, it sells an attitude. In a market full of emotional, sentimental advertising, Thums Up chooses adrenaline. By turning its slogan into a full-fledged anthem, the brand trades traditional advertising for cultural participation.
This isn’t just a drink commercial. It’s a performance built on energy, swagger and mass appeal proving once again that when Thums Up says “Taste The Thunder,” it doesn’t whisper. It roars.
