How Thums Up Honours the Toofani Hands of India?

by | Aug 20, 2022 | Marketing Trend

Har Haath Toofan!!

Toofani Haath Jo Palat De Desh Ki Pehchaan!!

This is the story of Thums Up inspiring us this Independence Day.

Celebrating the 75thyear of Independence Day, the brand is paying tribute to all the Toofani Hands of our nation. Through the Har Haath Toofan campaign, the brand honours the bravery, tenacity, and steadfastness of all the legends that make India stronger day by day.

Let us find out how the brand evokes patriotism and pride with its unique campaign idea.

Conceptualized by Ogilvy, the campaign transforms the iconic ‘thumbs up’ hand symbol to the many hands that are Toofani.


#HarHaathToofan depicts the contributions of the true beacons of the pride of India like A.P.J. Abdul Kalam, Nikhat Zareen, and Avani Lekhara. The high point of the campaign is the compelling way of storytelling, inculcating the feeling of patriotism and pride in the audience. The ad’s powerful background voice stirs the audience’s minds with India’s true spirit.

“I have been proud to be associated with Coca-Cola India as the brand’s ambassador since 2017. Today, I am elated to be a part of Thums Up’s new campaign #HarHaathToofan, which beautifully marks the celebration of India’s 75 years of independence.”- says Sourav Ganguly, former Indian national cricket team captain and current President of BCCI.

The campaign conceived as a 360-degree marketing strategy gets maximum engagement from the audiences. The campaign focused on multiple advertising tactics like television, digital, print, and outdoor advertisements have conquered the Indian minds.

What are other touchpoints Thums Up had used in the #HarHaathToofan campaign?

The brand came up with an instilling 3D outdoor advertising billboard depicting the nation’s proudest moments like attaining freedom, the first satellite launch, Cricket World Cup, and World Boxing Championship. The live creative at Garuda Mall Bengaluru grabbed the eyes of the public, evoking pride and national spirit in their minds. It is the first-ever 3D OOH done up by any FMCG brand in India.

As a part of the #HarHaathToofan campaign, Thums Up enticed the public with an enticing sand art at Puri Beach, the main tourist attraction in Odisha. Through the beauteous sand art of the famous sand artist Padma Shri Sudarshan Pattnaik, the Toofani Hands that transformed our nation were honoured.


The brand did not forget to excite the audience and make them a part of the #HarHaathToofan movement. Scanning the QR code in the Thums Up can, customers participated in the campaign by taking a picture of their hands. Through the AR filter system, the customers created personalized Thums Up can image with their hands in them and posted them on social media. The brand had announced exciting prizes to the contest winners.

Let’s join Thums Up and celebrate the courage and perseverance of all the Toofani hands holding our nation.

Jo Palat De Desh Ki Pehchaan Voh Har Haath Toofan…

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