The new Thums Up communication campaign that was released yesterday, takes the `Toofani` -heroic spirit theme forward. The new thematic campaign starring Ranveer Singh, draws on the core idea of `Main Hum Bhi Hoon, Aur Khaas Bhi` - a set of values that is true for all Thums Up loyalists. Along with introducing a new face to the brand, the campaign ladders up from its traditional chase, for a bottle of Thums Up.

The new campaign is the second rendition of the creative expression - `Main Hoon Toofani` which was launched early this year. Based on the idea of celebrating the `Khas` in `Hum`, the campaign seeks to inspire its consumers to unleash their toofani or heroic spirit.

Launching the new Thums Up campaign, Debabrata Mukherjee, vice president, marketing, Coca-Cola India and South West Asia said, `Thums Up advertising is set apart by its energetic, fast-paced and stylishly rendered action. Ranveer Singh, with his palpable energy and inimitable style, will help amplify the aspirational quotient of the brand. Ranveer embodies the Thums Up philosophy in his personal life - an uncompromising attitude towards achieving one`s goals. We are confident that this partnership will work towards fulfilling the brand`s objectives.`

Talking about associating with Thums Up, Ranveer Singh said, `Thums Up has been an integral part of my life, my favourite cola. My entire family could entice me with a Thums Up and make me do anything for it. I am glad to have chosen Thums Up as its endorser, since the brand`s attitude resonates with me more than any other. Thums Up personifies me - daring, confident in my skin and a risk taker.`

The campaign has been conceptualized by team Leo Burnett and has been launched through a high-octane action film directed by Hollywood director, Simon West. Simon is known for his work in films like Con Air and Expendables 2.

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