Thums Up Launches ‘Taste the Thunder’ Anthem With Hanumankind And Vishal Dadlani

India’s iconic billion-dollar beverage brand Thums Up has unveiled a new high-octane anthem, ‘Taste the Thunder’, bringing together hip-hop powerhouse Hanumankind and rock icon Vishal Dadlani. Anchored by the rallying line “Aaj Kuch Toofani Karte Hain”, the track channels the brand’s trademark toofani spirit,raw, unapologetic, and driven by youthful energy.

Conceptualised by WPP Ogilvy and produced in collaboration with Universal Music Group, the anthem sharpens Thums Up’s cultural edge while reinforcing its deep connection with India’s youth. The collaboration blends Hanumankind’s uncompromising, street-rooted hip-hop sensibility with Vishal Dadlani’s cross-generational rock resonance, mirroring the brand’s bold personality and strong taste.

The anthem debuted at an invite-only press and creator showcase in Mumbai, attended by Hanumankind, Vishal Dadlani, director Bijoy Shetty, composer Sushin Shyam, lyricist Varun Grover, and industry leaders. Directed by Shetty, the film delivers striking visuals aimed squarely at India’s youth, while Sushin Shyam’s cinematic composition and Varun Grover’s Hindi lyrics evoke camaraderie and collective adrenaline. Hanumankind’s English rap adds a fearless, contemporary edge.

Featuring cricketers Suryakumar Yadav and Rinku Singh, the anthem also reinforces Thums Up’s long-standing association with cricket. It forms the centrepiece of the brand’s new summer campaign, rolling out during the ICC Men’s T20 World Cup, as Thums Up taps into the intersection of cricket, cinema, and music through a high-decibel, multimedia marketing push.

Greishma Singh, Vice President, Marketing, Coca-Cola India and Southwest Asia, said the anthem reflects how young consumers today seek participation over passive viewership. “‘Aaj Kuch Toofani Karte Hain’ is a shout-out to shared energy, instinct, and friends coming together,everything that defines Toofani,” she said.

Sukesh Nayak, Chief Creative Officer, Ogilvy India, added that the anthem captures the urgency and action-driven mindset of today’s youth. “It’s not a tagline,it’s a rallying cry to live the moment, together, right now,” he said.

Devraj Sanyal, Chairman & CEO, India and SVP Strategy, Africa, Middle East & Asia, Universal Music Group, described the project as “thunder redefined,” noting that Thums Up turning 49 is about momentum, not nostalgia. “This isn’t just a new jingle,it’s a statement,” he said.

Vishal Dadlani highlighted the creative contrast that powered the track, while Hanumankind said the song came together organically in the studio. Director Bijoy Shetty noted that the film was designed to constantly push energy higher, staying true to Thums Up’s ethos of stepping beyond comfort to feel something real.

The anthem follows Thums Up’s first major visual refresh in over two decades, with a sharper, more dynamic logo and identity designed to reflect the confidence and intensity of the brand,reimagined for today’s youth.