Work. Work. Work. work. Work. Work.
Thums Up World Cup ‘23
A cricket first campaign based on the timeless “will they” “won’t they” question. The brand started off by being an enabler in the debate between fans who believed India will win and those who didn’t. The second phase began with the World Cup where we urged people to put their beliefs aside and cheer for India. Finally, the campaign culminated with a believe-o-meter, a tech integration on Thums Up platform for fans to vote for their favourite team and lucky winners would get a chance to win tickets to the World Cup.
What did I do?
Led the social execution from end to end, wrote scripts (and rewrote them), created topical posts, and a pretty toofani 3D OOH activation.
What did I do?
To spread the message, we took it to the skies, literally.
Thums Up t20 World cup ‘24
A World Cup more Toofani than the last. Thums Up gave fans
the chance to fly to the West Indies in a private jet to watch the
semi-finals live - and meet none other than cricketing legend
Brian Lara. All of this with just a simple scan of the QR code.
Became a full-time biryani know-it-all, cracked ideas, wrote the copy, and took the whole thing to execution across digital touch points — reels included. Even started a whole new Instagram handle for all things biryani.
Glad I didn’t get hate mail for all the misplacing biryanis, only love. :)
