Charged by Thums Up, a beverage brand from The Coca-Cola Company, has unveiled the latest installment of its ‘Mind Charged, Body Charged’ campaign, featuring Bollywood superstar Aamir Khan. This marks Khan’s second advertisement for the brand, following his much-anticipated on-screen reunion with Darsheel Safary after 17 years in the first installment.

A Caveman’s Journey to Innovation

Conceptualized by Ogilvy India, the campaign presents Aamir Khan in an exciting new avatar—a caveman who, empowered by his ‘Charged’ bottle, overcomes obstacles with innovative solutions. The series showcases Khan outwitting a saber-toothed lion, organizing an impromptu dance event, and accomplishing extraordinary historical feats.

In the latest ad, Khan, as a prehistoric man, finds himself alone among couples, struggling for a date idea. However, after consuming the beverage, he suddenly feels energized and creates the first-ever dance moves, captivating the women around him and leaving other men in awe. The campaign highlights how Charged by Thums Up revitalizes both mind and body, enabling individuals to push boundaries and achieve the extraordinary.

A Bold New Identity & Marketing Strategy

Accompanying the campaign launch, Thums Up has also revamped its product identity, introducing a brand-new mascot—the wolf, symbolizing strength and agility. To generate excitement, actors dressed as cavemen were spotted in public spaces such as Andheri Station and Juhu Beach in Mumbai, catching the attention of commuters and social media users alike.

A teaser video featuring Aamir Khan’s transformation into a caveman further fueled curiosity under the hashtag #CavemanSpotted. Expanding beyond Mumbai, cavemen will be seen in key locations across Delhi (Connaught Place & Chandni Chowk), Ghaziabad (Ghanta Ghar), Lucknow (Clock Tower), and Bangalore. The campaign will further extend its reach to Tier-2 cities across Uttar Pradesh, Maharashtra, Odisha, and Gujarat.

Aamir Khan on the Campaign

Speaking about the campaign, Aamir Khan expressed his enthusiasm, stating, “Being a part of Charged is truly special for me. It’s a brand that embodies boldness and originality, values I deeply respect. The ‘Mind Charged, Body Charged’ campaign aligns perfectly with my belief in striving for balance and excellence in every aspect of life. Collaborating on this has been a unique experience, and I’m eager to see how audiences embrace it.”

Aamir Khan’s association with The Coca-Cola Company dates back 17 years, making this a significant reunion. The brand’s previous ambassador was Vicky Kaushal.

Industry Leaders Weigh In

Sumeli Chatterjee, Category Head – Sparkling Flavours (India & Southwest Asia) at The Coca-Cola Company, commented, “The Charged drink has been highly praised by consumers, particularly for its taste. We are thrilled to introduce our new packaging, which is bold, sharp, and unstoppable, perfectly reflecting the character of the drink. The brand has consistently pursued innovative storytelling, and with Aamir Khan leading the charge, we are excited for audiences to experience something completely new.”

Sukesh Nayak, Chief Creative Officer at Ogilvy India, added, “Charged is back, and this time, Aamir Khan goes back in time as a Stone Age man. The quirky adventures of the prehistoric era blend seamlessly with the needs of the modern world—the boost to stay mentally and physically sharp. This campaign offers something never seen before in the category and will leave audiences feeling as charged as the drink itself.”

Rebranding Efforts Across Industries

Thums Up’s rebranding aligns with a growing trend among global brands seeking to stay relevant in evolving markets. Jaguar, for instance, recently unveiled a minimalist logo and branding strategy as part of its transition to an electric-only marque. Similarly, companies like Dell and Emami have revamped their identities to cater to modern consumers.

With a blend of nostalgia, innovation, and bold storytelling, Charged by Thums Up continues to electrify audiences, proving that bold moves lead to legendary moments.

Author: Sonali kamble