Coca-Cola India’s flagship billion-dollar beverage brand Thums Up has launched a new high-energy “Taste the Thunder” anthem featuring rapper Hanumankind and singer Vishal Dadlani, marking a major push to strengthen youth engagement ahead of the summer season. The anthem, built around the line “Aaj Kuch Toofani Kartein Hain,” was unveiled at an invite-only showcase in Mumbai attended by the artists along with director Bijoy Shetty, lyricist Varun Grover, and composer Sushin Shyam.
Conceptualised by WPP Ogilvy and produced with Universal Music Group, the track blends Hanumankind’s English rap with Dadlani’s powerful vocals, while the video features cricketers Suryakumar Yadav and Rinku Singh, aligning the campaign with the upcoming ICC Men’s T20 World Cup. Coca-Cola India said the anthem reflects evolving youth preferences for immersive, high-energy experiences and forms the centrepiece of Thums Up’s summer multimedia campaign.
Company executives highlighted that the collaboration merges music, cinema, and cricket to create a “surround-sound” marketing push across platforms, alongside the brand’s refreshed visual identity introduced recently.
In Kolkata, beverage distributors and retail partners expect the campaign to drive strong summer demand, particularly among urban youth segments where music-led brand promotions and cricket-season advertising traditionally translate into higher off-take for sparkling beverage categories.