Hanumankind and Vishal Dadlani bring raw fire to Thums Up’s Taste the Thunder, turning “AajKuchToofaniKarte Hain” into a full-blown, energetic youth anthem.
Conceptualised by WPP Ogilvy and produced in collaboration with Universal Music Group, the track is more than a refreshed jingle. It plays like a cultural call to arms. The anthem debuted at an invite-only press and creator showcase in Mumbai, where Hanumankind, Vishal Dadlani, Bijoy Shetty, SushinShyam, and Varun Grover came together to unveil the project. Directed by Bijoy Shetty, the film delivers striking visuals that mirror the song’s escalating tempo and speak directly to India’s youth.
Musically, the foundation is strong. Composed by SushinShyam, the track carries a contemporary and cinematic sweep that feels built for stadiums and surround sound speakers. Varun Grover’s Hindi lyrics capture camaraderie and collective adrenaline, while Hanumankind’s English rap slices through with a sharp, defiant tone. This blend is intentional; it mirrors the brand’s own positioning as bold and instinctive, grounded in intensity and individuality. The anthem also pulls in cricketing star power with appearances by Suryakumar Yadav and Rinku Singh, reinforcing Thums Up’s long-standing connection with the sport.
Greishma Singh, Vice President, Marketing, Coca-Cola India and Southwest Asia, said, “Young consumers are increasingly moving from passive viewership to active participation. They seek moments that pull them in and feel real. That belief has shaped the anthem. ‘AajKuchToofaniKarte Hain’ is a shout-out for shared energy, friends coming together, instinct kicking in. All things Toofani!” SukeshNayak, Chief Creative Officer, Ogilvy India, said, “Today’s youth aren’t just spectators—they are the main event. They crave experiences that are fast, visceral, and unapologetically real. And they are not willing to push it or defer it to kal – tomorrow’, this experience is to be lived and lived together and lived now. This hunger for action is the pulse of the ‘Taste the Thunder’ anthem. ‘AajKuchToofaniKarte Hain’ is a rallying cry for shared adrenaline and instinctive moves. It oozes the raw energy of friendship. It is the definition of Toofani.”
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DevrajSanyal, Chairman & CEO, India and SVP Strategy, Africa, Middle East & Asia, Universal Music Group added, “Thums Up turning 49 isn’t nostalgia — it’s momentum. Bringing Hanumankind’s raw energy together with Vishal Dadlani’s iconic voice, produced by the legendary SushinShyam, and Hindi lyrics by the masterful Varun Grover, felt like culture colliding with conviction. What we’ve created isn’t just a new version of a jingle — it’s a statement. Shot with insane intent by the madly talented Bijoy Shetty, powered by Early Man Films. For me to create something so unapologetically powerful isn’t just a celebration — it’s thunder redefined. Proud doesn’t even begin to cover it.” Vishal Dadlani said, “What made this collaboration fun was how different our musical worlds are. We didn’t try to tame those differences or force them into one neat sound. The whole point was to spark off each other and create something toofani. That’s where the real rush comes from, and that’s what gives the song its personality.”
Hanumankind said, “The song came to us easy. The version you are all hearing is very close to what came to us the first time we were in the studio. We got some good heads together for this one, and now we’re here.” Bijoy Shetty added, “We looked at what has always defined the world of Thums Up: The need to step beyond to feel something. Everything you see in the film is meant to keep the energy rising with the music for the viewers.”
In the end, the anthem is engineered for impact. It is cinematic and proudly excessive. More than a brand refresh, it plays like a statement of intent, daring listeners to match its tempo and do something toofani today!
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