Charged by Thums Up, a beverage brand from The Coca-Cola Company, has launched the latest installment of its Mind Charged, Body Charged campaign, featuring Bollywood superstar Aamir Khan. Following his on-screen reunion with Darsheel Safary after 17 years in the first ad, Khan takes on a completely new avatar in the latest commercial—this time, as a caveman.
A Caveman with a Mission
Conceptualized by Ogilvy India, the new campaign showcases Aamir Khan as a prehistoric man who, with the help of his Charged bottle, finds innovative ways to solve challenges. From outsmarting a saber-toothed lion to making the world’s first dance move, Khan’s character embodies the idea of being “charged” in both mind and body.
The campaign reinforces the brand’s message: Thums Up Charged gives you the energy to achieve the extraordinary.
The Film: A Date Night in the Stone Age
In the latest ad, Khan’s caveman character finds himself surrounded by couples but struggles to come up with a date idea. After consuming Charged by Thums Up, he suddenly gets inspired and creates the first-ever dance moves—instantly grabbing the attention of all the women while leaving the other men behind. The quirky and humorous storyline adds a refreshing twist to the brand’s positioning.
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New Mascot & Bold Brand Identity
Alongside the ad, the brand has unveiled a refreshed product identity, featuring a new mascot—a wolf—symbolizing strength and agility. This updated packaging is designed to reflect the boldness and power of the drink.
#CavemanSpotted: A Unique On-Ground Activation
To build anticipation for the campaign, actors dressed as cavemen were seen roaming around Mumbai’s Andheri Station and Juhu Beach, sparking curiosity among passersby. Social media was abuzz with speculation after a clip of Aamir Khan transforming into a caveman was shared with the hashtag #CavemanSpotted.
The activation is set to expand across major Indian cities, including Delhi (Connaught Place, Chandni Chowk), Ghaziabad (Ghanta Ghar), Lucknow (Clock Tower), and Bangalore. The campaign will further penetrate Tier-2 cities in Uttar Pradesh, Maharashtra, Odisha, and Gujarat.
Aamir Khan on the Campaign
Speaking about his involvement, Aamir Khan shared, “Being a part of Charged is truly special for me. It’s a brand that embodies boldness and originality—values I deeply respect. The ‘Mind Charged, Body Charged’ campaign aligns perfectly with my belief in striving for balance and excellence in every aspect of life.”
Aamir Khan’s collaboration with The Coca-Cola Company marks a significant reunion, as he had previously been associated with the brand 17 years ago. Prior to him, actor Vicky Kaushal served as the brand ambassador.
Industry Experts on the Thums Up Campaign
Sumeli Chatterjee, Category Head, Sparkling Flavours (India & Southwest Asia) at The Coca-Cola Company, stated, “The Charged drink has been highly praised for its taste. We are thrilled to introduce our new packaging, which is bold, sharp, and unstoppable—perfectly reflecting the brand’s character.”
Sukesh Nayak, Chief Creative Officer, Ogilvy India, added, “Charged is back, and this time, Aamir Khan travels back in time to the Stone Age. The prehistoric setting beautifully marries with the modern need to stay physically and mentally sharp.”
A Trend of Brand Refreshes
The Thums Up Charged campaign comes at a time when several brands are undergoing major rebranding efforts:
- Jaguar has introduced a minimalist logo as part of its transition to an electric-only marque.
- Dell and Emami have refreshed their branding to stay relevant in today’s fast-evolving market.
With brands pushing creative boundaries, Aamir Khan’s caveman act for Charged by Thums Up is set to make a strong impact on audiences nationwide.
Conclusion
Thums Up has once again delivered an engaging and high-energy campaign that sets new benchmarks in storytelling and brand positioning. Aamir Khan’s transformation into a caveman adds a humorous yet powerful appeal, making the campaign stand out in a competitive market. With strategic activations, a strong brand message, and a fresh product identity, Charged by Thums Up continues to captivate audiences and reinforce its bold and unstoppable persona.
