Thumps Up For Thumps Up

People always criticize when a new marketing strategy is launched. The will give you loads of advise and point out thousands of flaws in your strategy. The same thing happened with Thumps Up during the launch of their recent campaign "Aaaj Kuch Toofaani Karte Hain". The ad depicted the famous Sourthern Superstar Mahesh Babu doing daredevil stunts after having his Thumps Up

Watch the ad here: 

http://www.youtube.com/watch?v=PWXHXPQddlY

People said they are doing the same thing what Mountain Dew does. In mountain dew ad's , u see people doing daredevil stunts after having mountain dew. So Thums Up has lost its exclusivity. At one point of time , even I thought that the strategy may go wrong but Thumps Up has been able to garner a lot of eyeballs and it has again become popular among the youth.

In short, in marketing its not the rules which always work, but your instinct to.  

Now Thumps Up latest strategy to appoint Salman Khan as its brand ambassador is also a correct move. Salman Khan's personality traits like that of being a strong macho guy go well with Thumps Up traits too. Mahesh Babu will do the needful in south and for north , they have Salman Khan. Coke should advertise Thumps Up more like the way it does it's parent brand. Positioning can be different as coke is always been promoted as a family drink and thumps up can be promoted among youth esp. boys who love adventure and thrill in their life.This way Thumps Up will not be able to eat Coke's market share as both products positioning would be different.

 So, its Thumps Up for Thumps Up.