Thums Up Drops Electrifying 'Taste the Thunder' Anthem with Hanumankind and Vishal Dadlani
In a bold move to amplify its iconic brand energy, Thums Up has launched a high-octane new anthem titled 'Taste the Thunder,' featuring a powerful collaboration between hip-hop artist Hanumankind and veteran musician Vishal Dadlani. The track, centered on the rallying cry "Aaj Kuch Toofani Kartein Hain," is designed to embody the raw, unapologetic spirit and youthful attitude that defines the beverage's identity.
A Fusion of Musical Worlds
This strategic partnership merges two distinct musical realms to create a dynamic cultural statement. Hanumankind brings the uncompromising edge and street credibility of India's burgeoning hip-hop scene, while Vishal Dadlani contributes decades of mainstream rock resonance and cross-generational appeal. Together, they infuse the anthem with intensity, instinct, and individuality, reflecting Thums Up's strong taste and toofani personality.
Creative Production and Debut
Conceptualized by WPP Ogilvy and produced in collaboration with Universal Music Group, the anthem serves as a clarion call for youth to embrace epic moments today. It was debuted at an exclusive invite-only press and creator showcase in Mumbai, attended by key figures including Hanumankind, Vishal Dadlani, director Bijoy Shetty, composer Sushin Shyam, and lyricist Varun Grover.
The powerful visuals, directed by Bijoy Shetty, speak directly to India's youth, with a contemporary, cinematic sound composed by Sushin Shyam. Varun Grover's Hindi lyrics capture themes of youth camaraderie and collective energy, while Hanumankind's English rap adds a raw, fearless edge that brings the anthem's bold spirit to life. Notably, the anthem also features appearances from cricketers Suryakumar Yadav and Rinku Singh, further cementing its connection to sports and popular culture.
Executive Insights on Youth Engagement
Greishma Singh, Vice President of Marketing at Coca-Cola India and Southwest Asia, emphasized the anthem's alignment with modern youth trends. "Young consumers are increasingly moving from passive viewership to active participation. They seek moments that pull them in, move fast, and feel real. That belief has shaped the anthem. 'Aaj Kuch Toofani Karte Hain' is a shout-out for shared energy, friends coming together, and instinct kicking in—all things Toofani!"
Sukesh Nayak, Chief Creative Officer at Ogilvy India, added, "Today's youth aren't just spectators—they are the main event. They crave experiences that are fast, visceral, and unapologetically real. This hunger for action is the pulse of the 'Taste the Thunder' anthem. It's a rallying cry for shared adrenaline, instinctive moves, and the raw energy of friendship."
Cultural Impact and Artist Perspectives
Devraj Sanyal, Chairman & CEO of Universal Music Group for India and SVP Strategy for Africa, Middle East & Asia, highlighted the cultural significance of the project. "Thums Up turning 49 isn't nostalgia—it's momentum. Bringing Hanumankind's raw energy together with Vishal Dadlani's iconic voice, produced by Sushin Shyam and with lyrics by 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."
Vishal Dadlani shared his enthusiasm for the collaboration, noting, "What made this 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 reflected on the creative process, saying, "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."
Director Bijoy Shetty explained the visual approach, stating, "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."
This anthem marks a significant step in Thums Up's ongoing efforts to position itself as a bold cultural innovator, leveraging music and youth culture to enhance brand relevance and engagement in a competitive market.
