|
|
|
You can get e-magazine links on WhatsApp. Click here
|
|
|
|
|
|
Thums Up launches latest campaign ‘Biryani Ek Nahi, Do Haath Se Khaate Hai’
|
|
Saturday, 30 August, 2025, 12 : 00 PM [IST]
|
|
Our Bureau, New Delhi
|
Thums Up launched its latest campaign, ‘Biryani Ek Nahi, Do Haath Se Khaate Hai’, starring Shah Rukh Khan and Jagapathi Babu. This campaign is an ode to the perfect biryani experience, transforming it into an immersive ritual free of distractions. It’s about slowing down, savouring every flavour, and truly living the moment.
The campaign positions the pairing into more than just a meal. In a world where phones buzz, TVs flash, and life moves fast, biryani deserves more than a rushed bite. So, slow down, keep the phone aside, ditch the spoon and dig in into that plate full of biryani accompanied with a chilled Thums Up.
Directed by Karthik Subbaraj, the TVC opens with a tense standoff between Khan and Babu that turns into a Toofani experience when biryani and Thums Up arrive.
Sumeli Chatterjee, vice president – marketing, Coca Cola India and Southwest Asia said, “Thums Up has always stood for moments that are bigger than the ordinary. Over the last three years, we’ve shaped the biryani-Thums Up pairing into a distinct ritual. In 2023, we launched the Toofani Biryani Hunt series which received immense love from fans across the country. Now, we’re taking this further, cementing Thums Up and biryani as social currency. It’s become a cultural signal, one that people want to share, repeat, and make their own.”
Khan said, “In India, we love to debate which Biryani is the best, Hyderabadi, Lucknowi, or Kolkata, but what’s undisputed is the way we enjoy it. You don’t rush biryani; you complement it with a Thums Up and let the flavours explode”
Babu said, “Biryani is not just a dish where I come from, it’s a tradition. You take your time with it, the aroma, the spices, every bite has its own story. And when you’ve got a Thums Up to go with it, that story always has a perfect ending.”
Kalpesh Patankar, group CCO, VML India, said, “This campaign redefines the biryani experience, transforming it into a bold new ritual where one hand simply isn’t enough. We invite India to put aside all distractions, pick up their favourite biryani with one hand, grab a toofani Thums Up with the other, and indulge in an unforgettable affair. Because biryani and Thums Up aren’t just a meal, they’re a powerful celebration of togetherness.”
|
|
|
|
|
|
|
|
|
|