Thums Up Launches ‘Taste the Thunder’ Anthem with Hanumankind & Vishal Dadlani
CE DESK Thums Up unveils high-octane ‘Taste the Thunder’ anthem featuring Hanumankind and Vishal Dadlani, capturing the brand’s toofani spirit with “Aaj Kuch Toofani Karte Hain”.
Coca-Cola India’s iconic brand Thums Up has dropped a pulsating new brand anthem ‘Taste the Thunder’, bringing together rapper Hanumankind and music powerhouse Vishal Dadlani in a collaboration that embodies raw energy and youthful rebellion.
Conceptualized by WPP Ogilvy and produced with Universal Music Group, the track revolves around the infectious hook “Aaj Kuch Toofani Karte Hain”, blending Hindi lyrics by Varun Grover, composition by Sushin Shyam, and Hanumankind’s gritty English rap. Directed by Bijoy Shetty, the music video features cricketers Suryakumar Yadav and Rinku Singh, tying into Thums Up’s cricket legacy while amplifying its bold, adrenaline-fueled identity.
Unveiled at an exclusive Mumbai showcase, the anthem anchors Thums Up’s summer campaign timed perfectly for the ICC Men’s T20 World Cup, spanning TV, digital, OOH, and social platforms. Greishma Singh, VP Marketing at Coca-Cola India, emphasized how it captures young consumers craving fast, real, shared experiences – the essence of “Toofani”.
Vishal Dadlani highlighted the thrill of clashing musical worlds without compromise, while Hanumankind noted the song’s organic studio flow. Devraj Sanyal of Universal Music called it “thunder redefined”, following Thums Up’s recent visual identity refresh after two decades. This fusion of hip-hop edge, Bollywood swagger, and sports heroism positions Thums Up as a cultural force for India’s Gen Z.
