Thums Up, one of India’s most iconic beverage brands, has launched a new high-energy anthem titled Taste the Thunder, bringing together rapper Hanumankind and singer-composer Vishal Dadlani for a collaboration aimed squarely at India’s youth. The anthem was unveiled at an exclusive press and creator showcase held in Mumbai, marking a fresh cultural push by the brand as it gears up for the summer season.
Built around the powerful line “Aaj Kuch Toofani Karte Hain”, the anthem captures the bold, fearless attitude that has defined Thums Up for decades. The track blends contemporary hip-hop with rock-driven intensity, reflecting the brand’s long-standing “toofani” identity while speaking the language of today’s young consumers.
The collaboration brings together distinct musical worlds. Hanumankind adds a raw, street-rooted energy drawn from India’s growing hip-hop movement, while Vishal Dadlani lends his signature voice and cross-generational appeal. The anthem has been conceptualised by WPP Ogilvy and produced in collaboration with Universal Music Group, positioning it as more than just a brand jingle and instead as a cultural statement.
The music video, directed by filmmaker Bijoy Shetty, delivers visually charged storytelling designed to mirror the anthem’s rising intensity. Composer Sushin Shyam gives the track a cinematic soundscape, while lyricist Varun Grover’s Hindi verses evoke friendship, collective spirit, and shared adrenaline. Hanumankind’s English rap injects a fearless edge, reinforcing the anthem’s unapologetic tone.
The anthem also features popular cricketers Suryakumar Yadav and Rinku Singh, strengthening Thums Up’s deep-rooted association with cricket. It forms the centrepiece of the brand’s new summer campaign, which will roll out across platforms during the ICC Men’s T20 World Cup. Through this campaign, Thums Up is bringing together cricket, cinema, and music to create a high-impact, multi-platform marketing presence.
Greishma Singh, Vice President Marketing, Coca-Cola India and Southwest Asia, said the anthem reflects how young audiences today seek immersive and participative experiences rather than passive consumption. According to her, Taste the Thunder is a call for shared moments, instinctive action, and real energy, values that align closely with the brand’s core identity.
Sukesh Nayak, Chief Creative Officer at Ogilvy India, described the anthem as a rallying cry for a generation that prefers living in the moment rather than waiting for tomorrow. Universal Music Group’s Devraj Sanyal added that the collaboration represents momentum rather than nostalgia, combining powerful voices, strong visuals, and cultural conviction.
Marking its first major visual refresh in over two decades, Thums Up has also introduced a sharper and more dynamic visual identity. The updated logo and design language reflect the same confidence and intensity that the brand has always stood for, now reimagined for a new generation.
Subscribe Deshwale on YouTube
