Bengaluru, Feb 5: India’s iconic billion-dollar brand Thums Up has unveiled its high-octane anthem, ‘Taste the Thunder’, featuring Hanumankind and Vishal Dadlani. Anchored by the electrifying line “Aaj Kuch Toofani Kartein Hain”, the track captures Thums Up’s signature toofani spirit—raw, unapologetic energy infused with youthful attitude.

The collaboration amplifies Thums Up’s relevance among youth while reinforcing its position as a bold cultural innovator. Both artists embody the brand’s intensity, instinct, and individuality: Hanumankind brings the uncompromising edge of India’s new-age hip-hop, rooted in street credibility, while Vishal Dadlani adds decades of mainstream authority and cross-generational rock resonance. Conceptualized by WPP Ogilvy and produced in partnership with Universal Music Group, the anthem urges India’s youth to embrace epic moments today.

The anthem premiered at an invite-only press and creator showcase in Mumbai, attended by Hanumankind, Vishal Dadlani, Bijoy Shetty, Sushin Shyam, and Varun Grover. Directed by Bijoy Shetty, the visuals resonate with India’s youth, while Sushin Shyam’s cinematic composition and Varun Grover’s Hindi lyrics capture collective energy and camaraderie. Hanumankind’s English rap adds a raw, fearless edge, bringing the anthem’s toofani spirit to life.

Notable sports personalities, including cricketers Suryakumar Yadav and Rinku Singh, also feature, reinforcing Thums Up’s long-standing connection with cricket. The anthem anchors the brand’s new summer campaign, timed with the ICC Men’s T20 World Cup, combining cricket, cinema, and music for a high-decibel, multimedia experience.

Greishma Singh, Vice President, Marketing, Coca-Cola India and Southwest Asia, said,

“Young consumers are moving from passive viewership to active participation. They seek moments that move fast and feel real. The ‘Taste the Thunder’ anthem captures this spirit. ‘Aaj Kuch Toofani Karte Hain’ celebrates shared energy, instinct, and friendship—everything Toofani!”

Sukesh Nayak, Chief Creative Officer, Ogilvy India, added,

“Today’s youth aren’t just spectators—they are the main event. They crave fast, visceral, and real experiences. ‘Aaj Kuch Toofani Karte Hain’ is more than a tagline; it’s a rallying cry for shared adrenaline, instinctive moves, and the raw energy of friendship. It’s the definition of Toofani.”

Devraj Sanyal, Chairman & CEO, India, and SVP Strategy, Africa, Middle East & Asia, Universal Music Group, said,

“Thums Up turning 49 isn’t about nostalgia—it’s about momentum. Hanumankind’s raw energy combined with Vishal Dadlani’s iconic voice, Sushin Shyam’s production, and Varun Grover’s lyrics created a culture-defining anthem. Shot with intent by Bijoy Shetty, this isn’t just a celebration—it’s thunder redefined.”

Vishal Dadlani shared,

“What made this collaboration exciting was our different musical worlds. We didn’t try to blend them artificially—the sparks between us created the song’s toofani personality.”

Hanumankind said,

“The song came naturally. The version you hear today is very close to what we first envisioned in the studio.”

Bijoy Shetty added,

“Thums Up has always been about stepping beyond limits to feel something. Every frame of the film is designed to keep the energy rising with the music.”

In a bold visual evolution, Thums Up recently introduced a refreshed logo and visual identity—sharper, more dynamic, and future-ready—reflecting the confidence and intensity at the heart of the brand, now in tune with how today’s youth express themselves.