Thums Up has dropped its latest brand anthem, Taste the Thunder, featuring rapper Hanumankind and singer-composer Vishal Dadlani, as part of its summer campaign. Conceptualized by WPP Ogilvy and produced in collaboration with Universal Music Group, the anthem reinforces the brand’s bold, high-energy identity while connecting with younger audiences through music and culture.
The track blends Hindi lyrics by Varun Grover with English rap by Hanumankind, composed by Sushin Shyam, and is accompanied by a music video directed by Bijoy Shetty. Cricket stars Suryakumar Yadav and Rinku Singh also make appearances, further cementing Thums Up’s long-standing association with the sport.
Greishma Singh, VP Marketing, Coca-Cola India and Southwest Asia, said, “Young consumers crave moments that feel real, fast, and interactive. Taste the Thunder is a shout-out to shared energy, friendship, and instinctive action-Toofani, in every sense.”
Sukesh Nayak, Chief Creative Officer, Ogilvy India, added, “Today’s youth aren’t spectators-they are the main event. Aaj Kuch Toofani Karte Hain isn’t just a tagline; it’s a rallying cry for adrenaline, camaraderie, and living in the moment.”
The anthem launch coincides with Thums Up’s first major visual identity refresh in over two decades, signaling a new era for the brand. Vishal Dadlani noted, “Our musical worlds collided without compromise, creating something raw and Toofani.” Hanumankind added, “The energy in the studio translated effortlessly into the anthem you hear today.”
With Taste the Thunder, Thums Up continues to amplify its cultural relevance, inspiring youth to embrace boldness, spontaneity, and shared moments of high energy.
