The campaign turns the love for biryani and Thums Up into a bold cultural ritual.
Thums Up, Coca-Cola India’s iconic billion-dollar brand, has unveiled its latest campaign titled “Biryani Ek Nahi, Do Haath Se Khaate Hai”, starring Bollywood icon Shah Rukh Khan and Telugu superstar Jagapathi Babu. The campaign celebrates India’s deep-rooted love for biryani and Thums Up-positioning the duo not just as a meal, but a shared cultural ritual.
A Cultural Ritual, Not Just a Meal
Over the last three years, Thums Up has steadily championed the pairing of biryani and its bold, fizzy drink as more than just a food combo-it’s a social tradition. With this new campaign, the brand invites consumers to slow down, savour the moment, and enjoy biryani the way it’s meant to be: with both hands-and a Thums Up in one of them.
Directed by acclaimed filmmaker Karthik Subbaraj, the high-energy film opens with a dramatic standoff between SRK and Jagapathi Babu, only to be defused in a quintessential “Toofani” moment-brought together by biryani and Thums Up.
Brand Speak
Sumeli Chatterjee, Vice President – Marketing, Coca-Cola India & Southwest Asia, shared:
“Thums Up has always been about moments that break the ordinary. Over the years, we’ve shaped the Thums Up-biryani pairing into a powerful ritual. From the 2023 Toofani Biryani Hunt to now, it’s become a cultural signal-something people want to share and repeat. This campaign cements that further.”
Star Power Behind the Ritual
Shah Rukh Khan added:
“In India, we may debate over the best biryani-Hyderabadi, Lucknowi, or Kolkata-but we all agree on how it’s eaten. Biryani is not rushed. It’s best enjoyed with a Thums Up that complements and enhances the flavour explosion.”
Jagapathi Babu echoed the sentiment:
“Where I come from, biryani isn’t just food-it’s a legacy. The spices, the aroma, the patience-it’s all part of the story. And Thums Up gives that story the perfect ending.”
A Bold New Invitation
Kalpesh Patankar, Group Chief Creative Officer, VML India, explained:
“This campaign transforms biryani eating into a bold, hands-on ritual. One hand holds your favourite biryani, the other grabs a toofani Thums Up. It’s a delicious celebration of flavour, culture, and togetherness.”
Campaign Rollout
The integrated campaign will span across TV, digital, social media, and on-ground activations, with exclusive biryani vouchers available via consumer engagement platforms. Thums Up continues to build on its legacy of celebrating India’s love for bold flavours, strong moments, and cultural unity-making every biryani meal truly a “toofani” experience.
