When Thunder Meets Culture: Thums Up Turns Up the Volume with Hanumankind & Vishal Dadlani
If you thought brand anthems were just jingles, Thums Up has just proved otherwise.
On February 5, 2026, India’s iconic billion-dollar cola brand unleashed its latest cultural statement — “Taste the Thunder”, a high-energy anthem created in collaboration with rapper Hanumankind and rock icon Vishal Dadlani. More than a campaign, it’s a sonic and visual celebration of what Thums Up has always stood for: boldness, intensity, and that unmistakable toofani spirit.
At its heart is the rallying line: “Aaj Kuch Toofani Karte Hain” — a call to action that captures youthful impulsiveness, collective energy, and the thrill of living in the moment.
A Collision of Cultures, Sounds, and Attitudes
This collaboration isn’t random — it’s strategic and symbolic.
Hanumankind represents the raw, street-rooted energy of India’s new-age hip-hop movement, while Vishal Dadlani brings mainstream rock power and cross-generational appeal. Together, they create a sound that feels rebellious yet relatable, contemporary yet iconic.
Conceptualized by WPP Ogilvy and produced with Universal Music Group, the anthem isn’t just meant to be heard — it’s meant to be felt. It’s fast, visceral, and unapologetically loud, mirroring how today’s youth experience culture.
A Star-Studded Debut in Mumbai
The anthem premiered at an invite-only showcase in Mumbai, attended by:
- Hanumankind
- Vishal Dadlani
- Director Bijoy Shetty
- Composer Sushin Shyam
- Lyricist Varun Grover
Shetty’s visuals match the song’s intensity — kinetic, cinematic, and youth-forward. Shyam’s music adds a dramatic, contemporary sweep, while Grover’s Hindi lyrics capture camaraderie and collective spirit. Layered on top is Hanumankind’s fearless English rap, injecting edge and authenticity.
Cricket, Cinema, and Music — The Perfect Trifecta
True to its legacy, Thums Up doubles down on its association with cricket.
The anthem features cricketers Suryakumar Yadav and Rinku Singh, tying it directly to the excitement of the ICC Men’s T20 World Cup, which anchors the summer campaign.
By blending cricket, music, and cinematic storytelling, Thums Up creates what it calls a “high-decibel, surround-sound” marketing experience across platforms.
What the Leaders Had to Say
Greishma Singh, VP Marketing, Coca-Cola India, framed the campaign as a shift from passive consumption to active participation:
“Young consumers want moments that feel real, fast, and shared. ‘Aaj Kuch Toofani Karte Hain’ is about instinct, friendship, and collective energy.”
Sukesh Nayak, CCO, Ogilvy India, described the anthem as more than a tagline:
“It’s a rallying cry for adrenaline, instinct, and the raw energy of friendship.”
Devraj Sanyal, Universal Music Group, called it a cultural milestone rather than nostalgia:
“This isn’t a jingle — it’s a statement. Thunder, redefined.”
Even the artists reflected on the creative chemistry:
- Vishal Dadlani: “We didn’t try to tame our differences — we let them collide.”
- Hanumankind: “The song came together naturally — almost instantly.”
- Bijoy Shetty: “Everything in the film keeps the energy rising with the music.”
A New Look for a Legendary Brand
Alongside the anthem, Thums Up has rolled out its first major visual refresh in over 20 years — a sharper, more dynamic logo designed to feel modern while staying true to its bold heritage.
The new identity reflects the same confidence and intensity that have defined Thums Up since its inception—now tuned for Gen Z and millennial audiences.
Why This Matters
In an era where brand campaigns often blur into background noise, Thums Up’s Taste the Thunder stands out by leaning fully into culture — not just advertising.
It’s music that feels like a movement.
It’s marketing that feels like entertainment.
And it’s a brand reminding India why “toofani” isn’t just a word — it’s a mindset.
CitiTimes 