MUMBAI: In a seismic shift for Indian brand storytelling, Coca-Cola India’s homegrown giant, Thums Up, has unveiled its new high-octane anthem, "Taste the Thunder." The release marks a historic creative collision between global hip-hop sensation Hanumankind and the iconic voice of Indian rock, Vishal Dadlani. Debuted at an invite-only creator showcase in Mumbai, the track serves as the cornerstone of the brand’s 2026 summer campaign, timed to dominate the cultural conversation during the upcoming ICC Men’s T20 World Cup.

A Bold evolution of the legendary

"Aaj Kuch Toofani Karte Hain" 

The anthem, conceptualized by WPP Ogilvy and produced in strategic partnership with Universal Music Group, is far more than a standard promotional jingle; it represents a bold evolution of the legendary "Aaj Kuch Toofani Karte Hain" philosophy. By pairing Hanumankind—whose "street-cred" and uncompromising rap style catapulted him to international stardom—with Dadlani’s thunderous vocal power, Thums Up has created a sonic landscape where distinct musical worlds clash rather than merely blend. This "dream team" is further bolstered by the visionary composition of Sushin Shyam, whose cinematic "Phonk" and industrial beats provide a dark, visceral edge, while the masterful Varun Grover penned Hindi lyrics that move away from individual heroics toward a focus on collective youth energy and camaraderie.

A Fundamental Transformation 

Beyond its immediate marketing utility, this collaboration signals a fundamental transformation in the relationship between corporate India and the music industry. Traditionally, music in advertising has been relegated to the role of a background score or a repetitive 30-second jingle. However, the "Taste the Thunder" project treats music as a primary cultural asset. By releasing a full-length track intended for independent streaming on platforms like Spotify and YouTube, Thums Up is adopting the rollout strategy of a commercial music label. This shift acknowledges that music is no longer just a "support" for a product, but a standalone medium through which a brand earns its place in a consumer’s personal playlist. For the industry, this provides a massive mainstream platform for independent artists like Hanumankind to maintain their raw authenticity while accessing the marketing muscle typically reserved for Bollywood blockbusters.

Visually, the campaign matches this musical intensity with a music video directed by Bijoy Shetty (the filmmaker behind Hanumankind’s viral "Big Dawgs"). The film features a kinetic, high-speed aesthetic that integrates Thums Up’s first major visual identity refresh in over two decades, sporting a sharper, more dynamic logo. To cement its connection with the "Summer of Sport," the video features Indian cricketers Suryakumar Yadav and Rinku Singh, positioning the anthem as a "war cry" for fans.The campaign's integration with the ICC T20 World Cup extends into the physical world, with Thums Up hosting immersive "Trophy Viewing Experiences" and LED mural photo zones at major airports in Delhi, Mumbai, and Ahmedabad.

As Vishal Dadlani remarked at the launch, the collaboration wasn't about "taming" their different sounds, but about sparking a "toofani" energy that reflects the pulse of modern India. By merging the trifecta of cricket, cinema, and independent music, Thums Up has set a new benchmark for how brands can move from passive viewership to active cultural participation.

Stream the "Taste the Thunder"

Stream the "Taste the Thunder" Anthem:Watch on YouTube: Official Music VideoListen on Streaming Platforms: Available on all major services including Spotify, Apple Music, and JioSaavn via the Thums Up Official Channel