Thums Up unveils ‘Taste the Thunder’ anthem

India’s iconic billion-dollar brand Thums Up has launched its high-energy ‘Taste the Thunder’ anthem, bringing together new-age hip-hop artist Hanumankind and singer-composer Vishal Dadlani. Anchored in the brand’s signature toofani spirit, the anthem is built around the powerful line “Aaj Kuch Toofani Karte Hain”, delivering raw energy, youthful attitude and unapologetic intensity. Conceptualised by WPP Ogilvy and produced in collaboration with Universal Music Group, the anthem reinforces Thums Up’s positioning as a bold cultural innovator deeply connected with youth culture.

The anthem debuted at an invite-only press and creator showcase in Mumbai, attended by Hanumankind, Vishal Dadlani, director Bijoy Shetty, composer Sushin Shyam and lyricist Varun Grover. Directed by Bijoy Shetty, the film features striking visuals aimed squarely at India’s youth, while Sushin Shyam’s contemporary, cinematic composition is complemented by Varun Grover’s Hindi lyrics and Hanumankind’s fearless English rap. The anthem also features cricketers Suryakumar Yadav and Rinku Singh, strengthening Thums Up’s long-standing association with cricket.

Greishma Singh, Vice President, Marketing, Coca-Cola India and Southwest Asia said, “Young consumers are increasingly moving from passive viewership to active participation. They seek moments that pull them in, move fast, and feel real. That belief has shaped the ‘Taste the Thunder’ anthem. ‘Aaj Kuch Toofani Karte Hain’ is a shout out for shared energy, friends coming together, instinct kicking in. All things Toofani!”

Sukesh Nayak, Chief Creative Officer, Ogilvy India, said, “Today’s youth aren't just spectators—they are the main event. They crave experiences that are fast, visceral, and unapologetically real… ‘Aaj Kuch Toofani Karte Hain’ isn't just a tagline; it’s a rallying cry for shared adrenaline, instinctive moves, and the raw energy of friendship. It is the definition of Toofani.”

Devraj Sanyal, Chairman & CEO, India and SVP Strategy, Africa, Middle East & Asia, Universal Music Group added, “Thums Up turning 49 isn’t nostalgia — it’s momentum. Bringing Hanumankind’s raw energy together with Vishal Dadlani’s iconic voice, produced by the legendary Sushin Shyam, and Hindi lyrics by the masterful Varun Grover, felt like culture colliding with conviction. What we’ve created isn’t just a new version of a jingle — it’s a statement. Shot with insane intent by the madly talented Bijoy Shetty, powered by Early Man Films. For me to create something so unapologetically powerful isn’t just a celebration — it’s thunder redefined. Proud doesn’t even begin to cover it.”