Thums Down!

Thums Up 'Got It' from Campaign India on Vimeo.

This post had been languishing in the draft mode for a while now. Am talking about the now-not-so-new Thums Up TVC.

As a fan of the drink(surprisingly a very infrequent drinker) and it's commercials over time, I found this new departure from the usual action-packed thrill quite uncalled for.

Unconvincingly elucidated by the team behind it on afaqs and campaignindia, I failed to see what's so excitingly different.

Akshay doesn't quite know whether he has to play the action hero or the comic man. The battered BMW with billowing smoke is a total waste even on the 36in LCD! The orgasmic oohs and aahs after every sip of TU is quite irritating. The extras in the story all need lessons in acting...I can imagine Akshay laughing all the way to the bank without performing any stunts...

While the promise of showing - 'Action in the imagination' might look appealing on paper/ power-point, this rendition is a dud!

Hope the next ad brings the action back. Guys I want to see the action. People love carbonated sugared water brands only for the action and imagery(at least I do). Don't believe what a few morons say in an FGD sitting in a dark b-grade hotel room:-) And I feel so strongly because TU is amongst those rare Indian brands that we have managed to build and consistently sustain over the years .

It's so easy to mess with what you have and take it to 'the next level'. The really difficult task is to stay exactly where you are and yet have engaging stories to tell time and again!

Why we don't have iconic youth brands?