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Advertisement Analysis: Sarfaraz Shaikh - MMM-17-10

Thums Up is a popular carbonated soft drink brand in India that was originally launched by Parle Agro but is now owned by Coca-Cola. It has traditionally targeted its advertising towards outdoor drinking male consumers using a masculine and adventurous brand identity. The analyzed advertisement pays tribute to Indian soldiers as the "real heroes" by following the journey of a soldier returning home on leave and saluting their courage and sacrifice for the nation.

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Sarfaraz Shaikh
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55 views7 pages

Advertisement Analysis: Sarfaraz Shaikh - MMM-17-10

Thums Up is a popular carbonated soft drink brand in India that was originally launched by Parle Agro but is now owned by Coca-Cola. It has traditionally targeted its advertising towards outdoor drinking male consumers using a masculine and adventurous brand identity. The analyzed advertisement pays tribute to Indian soldiers as the "real heroes" by following the journey of a soldier returning home on leave and saluting their courage and sacrifice for the nation.

Uploaded by

Sarfaraz Shaikh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Advertisement Analysis

Sarfaraz Shaikh – MMM-17-10


Brand History
• Popular Carbonated soft drink & largest selling brand in
India
• Launched in India by Parle Agro Pvt. Ltd, Later taken over by
Coca Cola.
• After Purchase, Half of the Coca Cola sales were on account
of Thums Up.
• Thumps Up Accounts for 150 million of the 550 millions
cases sold in carbonated drinks segment in 2014
• Earlier positioned as a refreshing cola, with slogan such as
“Thums up make it great” and “Happy days are here Again”.
• Post 1996, It moved to more individualistic, musculine
positioning.
Communication Objective
• Indian Market, Where most of the soft drink
consumption is outdoor and majority of
consumers are male.
• Using strong taste of Thums up product, brand is
able to provide value to defined target group.
• Brand identity :- Iconic, Victory, Masculine,
adventurous, brave, excitements, risky.
• The brand has been successful in capturing the
mind of the consumers.
Thums Up – Real Heroes Add
https://www.youtube.com/watch?v=MJn60QVg
zK4
Thums – Up – Real Heroes
• The film seeks to pay tribute to the ‘real
heroes’ of India, its soldiers. The brand’s
commercials have traditionally featured action
heroes from Bollywood and South Indian
cinema. Its theme is mostly emotional based
on close relationships.
Thums – Up – Real Heroes
• The digital film follows the journey of a soldier from his
military base in North India down to his home in Kerala. He
seeks out the parents of a fellow soldier who has died in
the line of duty, communicating to them the loss, and
handing over the martyr’s possessions. Crossing deserts,
hitchhiking rides, taking buses and trains, the solider
reaches home riding the backwaters of Kerala to be
welcomed by his wife and young child. Just then, a news
bulletin calls out to all army personnel on leave to return to
their bases. Supported by his understanding spouse, he
bids adieu to them again, as the theme ‘Sare jahan se
achcha’ resonates with the visuals. Thums Up signs off
saluting the real heroes, our soldiers.
Thums – Up – Real Heroes
• Thums Up has always stood for strength and a
spirit of inspiration. We believe that real
heroes are the ones who have inner strength
and compassion. This Independence Day, we
wanted to celebrate the protectors of our
independence, the 'True Heroes' of our
nation. We wanted to salute the sons of the
soil for their undying spirit and indefatigable
courage

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