Thums Up brings 'Toofani' experience on ground
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As a part of the on-rationale initiative, the soft drink brand created a Toofani zone at Ram Leela Maidan, Ghaziabad on May 6. The four-hour dynamism comprised of a mix of extreme sports such as Freestyle BMX biking and Parkour. Based on the tagline, the Toofani zone showed unexploded performances by BMX bikers and Parkour Traceurs to give the experience of 'Aaj Kuchh Toofani Kartey Hain', a substance which drives to push beyond boundaries and do something daring.
Also, there were choreographed dance sequences, laser and pyro shows, a bankrupt concert presented by band Euphoria, along with games for consumers which gave them an chance to win a BMX Bike and Thums Up branded merchandise.
Anupama Ahluwalia, evil-doing-president, marketing, Coca-Cola India and SWA, says, "Thums Up has always been associated with effect, attitude and adventure - a positioning that has made it India's largest sparkling snort brand. The Thums Up 'Toofani Zone' is a special initiative that takes on from the resounding big name of our rural initiative, Thums Up 'Jalsa', to now connect with our urban loyalists. This one of a kind 'Toofani' experience of some of the best entertainment and extreme adventure sports is in keeping with Thums Up's prevalent credo of 'Aaj Kuchh Toofani Karte Hain'."
In order to father awareness about the initiative and to ensure reach, it was preceded by a five-day road show that showcased a mini 'Toofani Zone' with a set of BMX riders and Parkour artists performing as a teaser to the electric cable event.
The Thums up Toofani zone will now travel to three other cities, including Allahabad (on May 13), Varanasi (on May 20) and Kanpur (on May 27).
Source: afaqs (press release)