The campaign has been conceptualised by Ogilvy India
Thums Up and Ogilvy enlisted Shah Rukh Khan to portray a dual role in their latest Cricket World Cup campaign, illustrating the ongoing internal battle of opinions regarding Team India's chances of winning the cup.
Ritu Sharda, Chief Creative Office, Ogilvy India (North): "Cricket is a wave that rides on pure emotion. When the team is playing well, we all rally behind the team, and suddenly with one bad performance, we lose all hope. It's intense. It's almost like there are two sides within all of us, constantly pushing against one another. The doubter and the believer. This is exactly the emotion we've played out in our latest campaign with SRK bringing to life this struggle of the mind and heart."
The campaign has been produced by Good Morning Films.
Tish Condeno, Senior Category Director (Sparkling Flavours), India & South-East Asia, The Coca-Cola Company: “We believe that the ICC Cricket World Cup is the biggest sporting event for the country. Partnership with the ICC provides us with a unique opportunity to unite our customers, consumers, brands, and cricket through diverse engagement formats. Our collaboration with SRK as the ‘Voice of Belief’ for Thums Up’s association with ICC World Cup campaign embodies our commitment to turning every doubt into an unwavering belief.”
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