Charged by Thums Up, the all-new beverage brand from The Coca-Cola Company has launched its latest campaign titled ‘Mind Charged, Body Charged’ featuring Bollywood superstars Aamir Khan and Darsheel Safary. This campaign marks the duo’s reunion after 17 years since their acclaimed performance in the movie ‘Taare Zameen Par’. With the introduction of a new Strawberry variant, Charged by Thums Up aims to inspire the younger generation to embrace life’s challenges with vigor and passion.
Charged by Thums Up Campaign: Concept and Execution:
Conceptualized by Ogilvy, the ‘Mind Charged, Body Charged’ campaign is a visually captivating narrative portraying Aamir Khan in various avatars, depicting larger-than-life situations where Charged acts as the enabler to accomplish impossible feats requiring both physical agility and mental alertness. The creative execution effectively highlights the product’s effects, empowering Gen-Z to overcome life’s obstacles. The campaign will be rolled out across TV, digital, and social media platforms.
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Brand Message:
The campaign aims to convey the essence of Charged by Thums Up as a beverage that fuels both the mind and body, enabling individuals to achieve their goals and aspirations. By reuniting Aamir Khan and Darsheel Safary, the campaign evokes nostalgia while reinforcing the brand’s commitment to innovation and consumer satisfaction. The introduction of the new Strawberry flavor further enhances the brand’s appeal, catering to evolving consumer preferences.
Consumer Engagement:
Through the association of Aamir Khan and Darsheel Safary, the campaign resonates with audiences across demographics, sparking anticipation and excitement. Safary’s teaser post on Instagram hinting at a potential collaboration with Aamir Khan has generated significant buzz, further fueling audience engagement and anticipation. The campaign encourages consumers to embrace life with vigor and passion, mirroring the spirit of Charged by Thums Up.
Darsheel Sarary’s views
Darsheel Safary, commenting on the association said, “It’s an absolute honour to be associated with the legendary Aamir Khan and reuniting on the screen with him after 17 years post Taare Zameen Par. As a young individual, I’m thrilled to embody the spirit of Charged, inspiring others to embrace life with vigor and passion, just like the beverage itself.”
Sukesh Nayak’s views on creative collaboration:
Sukesh Nayak, chief creative officer, Ogilvy India, said, “Mind charged, Body Charged is an anthem of possibilities. Aamir Khan and Darsheel reunite after 17 years to ignite a passion of being able to do anything and everything. Aamir was a delight to partner with and he truly pushed the team to go beyond the obvious. He has personally sat through each and every role and crafted them to perfection. Hat tip to Adavit Chandan, the director who made this vision come to life with such class and passion. Big thanks to the entire team who pushed all boundaries to make mind charged and body charged happen.”
Conclusion: Charged by Thums Up Campaign
The ‘Mind Charged, Body Charged’ campaign by Charged by Thums Up marks a significant milestone in the brand’s journey, leveraging the star power of Aamir Khan and Darsheel Safary to create impactful storytelling. With its innovative approach and commitment to consumer satisfaction, Charged by Thums Up continues to push boundaries, inspiring individuals to embrace life’s challenges with vigor and passion.
