Mumbai: India’s iconic beverage brand Thums Up has once again reinforced its bold and fearless identity with the launch of its new anthem ‘Taste the Thunder’, popularly branded as ‘Toofani’. The high-energy track brings together the raw, new-age voice of rapper Hanumankind and the powerhouse vocals of Vishal Dadlani, creating a musical fusion that celebrates youth, adrenaline and uncompromising spirit.
At the heart of the anthem lies Thums Up’s legendary line — “Aaj kuch Toofani karte hain” — which continues to resonate with India’s youth, reflecting their fearless mindset, fast-paced lives and desire to live without limits. The collaboration stands out for blending two musical generations: Hanumankind’s unfiltered hip-hop edge with Vishal Dadlani’s commanding, mass-appeal voice, mirroring the brand’s strong taste and unapologetic attitude.
The anthem was unveiled at a special launch event in Mumbai, attended by leading industry figures. Directed by Bijoy Shetty, the music video is designed to be felt as much as it is watched, with sharp edits, striking visuals and escalating energy tailored to today’s youth culture.
Composed by Sushin Shyam, the track carries a modern, cinematic soundscape. Lyricist Varun Grover’s Hindi lyrics highlight friendship, unity and collective passion, while Hanumankind’s English rap injects raw confidence and boldness—synonymous with Thums Up’s DNA.
The presence of cricketers Suryakumar Yadav and Rinku Singh further strengthens Thums Up’s long-standing association with cricket. The anthem is part of the brand’s new summer campaign and is being rolled out during the ICC Men’s T20 World Cup, a platform where cricket, music and youthful passion converge.
Grishma Singh, Vice President (Marketing), Coca-Cola India, said today’s youth wants to participate, not just consume content, and ‘Test the Thunder’ captures that shared urge to do something bigger and bolder together. Ogilvy India’s Sukesh Nayak described the campaign as an experience rather than a tagline, while both Vishal Dadlani and Hanumankind called the collaboration a genuine creative spark.
As Thums Up marks nearly five decades of its journey, the brand continues to look ahead, with ‘Test the Thunder’ standing as its latest statement—where music, cricket and youthful energy unite to say: “Aaj kuch Toofani karte hain.”
