Thums Up Drops ‘Taste the Thunder’ Anthem with Hanumankind and Vishal Dadlani

Thums Up has unveiled a high-energy new anthem titled ‘Taste the Thunder’, bringing together rapper Hanumankind and singer-composer Vishal Dadlani. Rooted in the brand’s long-standing “toofani” identity, the anthem builds around the line “Aaj Kuch Toofani Karte Hain”, which forms the emotional and lyrical core of the song. The track captures raw intensity, instinct-driven energy, and a bold youthful attitude, aligning closely with Thums Up’s cultural positioning.

The collaboration reflects Thums Up’s continued push to stay relevant with younger audiences while reinforcing its image as a bold and unapologetic brand. Hanumankind represents the uncompromising edge of India’s new-age hip-hop scene, bringing raw street credibility and individuality to the anthem. Vishal Dadlani adds a contrasting yet complementary presence, drawing from decades of mainstream influence and cross-generational rock resonance. Together, the two artists embody the strong taste and fearless personality that Thums Up has consistently stood for.

Conceptualised by WPP Ogilvy and produced in collaboration with Universal Music Group, the anthem is positioned as more than a brand jingle. It serves as a cultural call to action, urging young consumers to act on instinct and live in the moment. The project marks a shift from nostalgia to momentum as the brand approaches its 49th year.

Devraj Sanyal, Chairman & CEO, India and SVP Strategy, Africa, Middle East & Asia, Universal Music Group, said the collaboration was about culture colliding with conviction. He noted that bringing together Hanumankind’s raw energy and Vishal Dadlani’s iconic voice, produced by Sushin Shyam with Hindi lyrics by Varun Grover, resulted in a powerful creative statement rather than a traditional brand tune. The anthem is directed by Bijoy Shetty and produced by Early Man Films, delivering visuals designed to keep energy levels consistently rising.

Speaking about the collaboration, Vishal Dadlani said the excitement came from the contrast between their musical worlds. Instead of smoothing out differences, the team leaned into them to create something genuinely “toofani.” Hanumankind added that the song took shape naturally in the studio, with the final version staying close to its original creative spark.

The anthem was debuted at an invite-only press and creator showcase in Mumbai, attended by Hanumankind, Vishal Dadlani, Bijoy Shetty, Sushin Shyam, and Varun Grover. Featuring a contemporary, cinematic sound, the track blends Hindi lyrics that highlight camaraderie and collective energy with English rap verses that add a fearless edge.

The film also includes appearances by cricketers Suryakumar Yadav and Rinku Singh, reinforcing Thums Up’s deep association with cricket. The anthem anchors the brand’s new summer campaign, which goes live during the ICC Men’s T20 World Cup, merging cricket, cinema, and music into a high-decibel, multi-platform marketing push.

Greishma Singh, Vice President, Marketing, Coca-Cola India and Southwest Asia, said young consumers today seek fast, immersive, and real experiences, a belief that shaped the anthem. Sukesh Nayak, Chief Creative Officer, Ogilvy India, added that ‘Aaj Kuch Toofani Karte Hain’ is a rallying cry for shared adrenaline and living in the moment.

The launch also follows Thums Up’s first major visual identity refresh in over two decades, introducing a sharper, more dynamic logo and design language aligned with how today’s youth express confidence and intensity.