Saturday, March 9, 2024

Charged By Thums Up Unveils Its New Campaign Featuring Aamir Khan And Darsheel Safary

- Charged by Thums Up introduces a new Strawberry flavor

- The new campaign ‘Mind Charged, Body Charged’ features Aamir Khan and Darsheel Safary

- Aamir Khan reunites with the Coca-Cola family after 17 years to ignite the spirit of youth by partnering with Charged by Thums Up

Link to the TVC:

Charged by Thums Up, the all-new beverage brand from The Coca-Cola Company, has unveiled its new campaign "Mind Charged, Body Charged," featuring Aamir Khan and Darsheel Safary.

Along with its new packaging and flavour, new Charged promises to deliver an unmatched drinking experience that leaves consumers invigorated, both in mind and body.

Conceptualized by Ogilvy, the new Charged film features Aamir Khan and Darsheel Safary in a visually appealing narrative, with Aamir portraying various avatars throughout the film in larger-than-life situations. The creative is meant to show how Charged acts as the enabler to accomplish impossible, big achievements which require both physical agility & mental alertness. The campaign highlights the product’s invigorating effects, empowering Gen-Z to embrace and overcome life's challenges.

Talking about the campaign, Tish Condeno, Senior Category Director, Sparkling Flavors, Coca-Cola India and South-West Asia said, “With the introduction of the new Strawberry variant of Charged by Thums Up, our aim is to continuously innovate, providing invigorating experiences to consumers. With this campaign, we are thrilled to welcome the legendary Aamir Khan back to the Coca-Cola family after 17 years, embodying the essence of Charged alongside Darsheel Safary, evoking a sense of nostalgia and excitement.”

Aamir Khan, commenting on his association with the campaign, said, “It’s a really fun script, and I was really ‘charged’ by the concept, and I really enjoyed doing it. I’m happy to be a part of the Thums Up/Coke family. I am looking forward to the campaign going public and the audience response.”

Darsheel Safary, commenting on the association said, “It’s an absolute honour to be associated with the legendary Aamir Khan and reuniting on the screen with him after 17 years post Taare Zameen Par. As a young individual, I’m thrilled to embody the spirit of Charged, inspiring others to embrace life with vigor and passion, just like the beverage itself."

Sukesh Nayak, Chief Creative Officer, Ogilvy India said, “Mind charged, Body Charged is an anthem of possibilities. Aamir Khan and Darsheel reunite after 17 years to ignite a passion of being able to do anything and everything. Aamir was a delight to partner with and he truly pushed the team to go beyond the obvious. He has personally sat through each and every role and crafted them to perfection. Hat tip to Adavit Chandan, the director who made this vision come to life with such class and passion. Big thanks to the entire team who pushed all boundaries to make mind charged and body charged happen.”

Charged by Thums Up continues to push boundaries, ensuring that its offerings resonate with evolving consumer preferences. The campaign will be rolled out on TV, digital and social.

About The Coca-Cola Company 

Coca-Cola in India is one of the country’s leading beverage companies, offering a range of high-quality and refreshing beverage options to consumers. The company, in line with its vision of ‘Beverages For Life’, offers a wide portfolio of products which includes hydration, sports, sparkling, coffee, tea, nutrition, juice and dairy based products. In India its beverage range includes Coca-Cola, Coca-Cola Zero Sugar, Diet Coke, Thums Up, Charged by Thums Up, Fanta, Limca, Sprite, Maaza, Minute Maid range of juices and juice beverages. The Company also offers hydration beverages including Limca Sportz, Smartwater, Kinley, Dasani and Bonaqua packaged drinking water and Kinley Club Soda. Premium products constitute Schweppes range and Smartwater. In addition, it offers Costa Coffee and organic green tea based beverage- Honest Tea amongst its range of coffee and Tea. The Company is constantly transforming its portfolio, from reducing sugar in its drinks to bringing innovative new products to market. 

The Company along with its owned bottling operations and franchise bottling partners has a strong network of close to 4 million retail outlets through which it refreshes millions of consumers across the country. It seeks to positively impact people’s lives, communities and the planet through water replenishment, packaging recycling, sustainable agriculture initiatives and carbon emission reductions across its value chain. 

Globally together with its bottling partners, The Coca-Cola Company employs more than 700,000 people, helping to bring economic opportunity to local communities worldwide. Learn more at and follow us on Twitter, Instagram, Facebook and LinkedIn. 

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