Drink Thums UP, Meet Mahesh - An All-New, Thums Up under The Crown promotion

All part of an integrated communication campaign, launched for the summer of 2007, Brand Thums Up's new Under The Crown summer promotion exclusively for the state of Andhra Pradesh gives all the Thums Up drinkers in the state a golden chance of meeting Mahesh Babu, the young, charismatic sensation of Andhra Pradesh with mega hits such as Okkadu and Pokiri. The promotion gives a chance to one lucky winner every hour to meet Mahesh and get a gold coin from him too.

Mumbai, Maharashtra, IND, 2007-05-09 20:09:11 (IndiaPRwire.com)

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This summer season, Thums Up, India’s largest Cola brand will storm its AP fans with the "Thums Up Taagandi, Mahesh ni Kalavandi" Under The Crown promotion, an exclusive chance for one lucky winner every hour from AP to meet Mahesh Babu and get a gold coin too from him.

The promotion has two separate parts. One part provides the consumer instant gratification by giving him an offer of one 200ml Thums Up bottle free (liquid only). The other part provides the Thums Up drinkers the chance for the ultimate thrill of meeting their cherished star.

Every Thums Up 200ml and 300ml bottle will either have a Unique 9 digit code under the crown or will have an offer to get a Thums Up 200 ml free.

In case the consumer gets an offer of 200ml Thums Up bottle free (liquid only), the consumer can exchange the crown for the 200ml Thums Up bottle (liquid only) at any Thums Up outlet.

In case the consumer gets a unique 9 digit code under the crown, the consumers will have two options.

SMS MB followed by the Unique 9 digit code ( MB 212345678 ) to 8558 or
Call 1860 233 1233 and punch in the Unique 9 digit code

A lucky draw will be taken out every hour of the day (10 AM to 6 PM). One lucky winner will be given a given a chance to meet Mahesh Babu and will get a gold coin from Mahesh too.

Deepak Kaul, Region Vice President - South, Hindustan Coca-Cola Beverages Pvt. Ltd: said, “On one hand we have, brand Thums Up which truly celebrates the indomitable spirit of an Indian male who is ready to do anything to get his favorite drink. On the other hand, we have Mahesh Babu, who enjoy’s a special place in the heart’s and mind’s of people of Andhra Pradesh. The launch of Thums Up Taagandi, Mahesh Ni Kalavandi initiative has been designed keeping both these passions in mind”.

Story Board ...... Thums Up Taste The Thunder

The TV commercial starts with Thums Up drinkers disappearing in a mysterious and funny manner. The common denominator – the drinkers looking under the crown before disappearing. The people around the disappearing drinkers are left clueless to the phenomenon, asking where the drinkers have disappeared.

At this stage Mahesh Babu appears with the disappeared drinkers with him chatting casually. The promo mechanics and details are communicated after this stage through a product window using computer graphics. The commercial ends with an invitation from Mahesh for Thums Up drinkers to meet him.

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