Creative concept: Tufani biryani truck The centerpiece of the campaign is the Toofani Biryani Truck, an engaging sensory experience designed to capture people’s attention and spark curiosity about the iconic Biryani and Thums Up pairing. The truck transforms ordinary streets into immersive scent trails as it drives through the Ramadan hotspots of Meerut, Lucknow and Hyderabad, releasing the rich, irresistible aroma of biryani into the air.
It doesn’t require an announcement. The aroma did its job.People not only notice the truck but are drawn closer to it, creating moments of pause, curiosity and discovery as it moves through the city’s scent.More than just a visual spectacle, the truck also features AR-enabled screens that allow visitors to step into Toofani moments, snap photos and access them instantly via QR code, extending the experience from the street to social.The truck became a magnet. That moment. destination.Wherever it stops, it forms the Toofani Biryani Gully – transforming the familiar Ramadan food street into a vibrant hub of celebration, connection and culture, all anchored by the unmistakable combination of biryani and the thumbs up.Campaign Execution: A Social-First, Influencer-Led Approach The campaign follows a social-first, influencer-led storytelling approach. Influencers receive mysterious boxes from an anonymous friend, inviting them to the festivities and enclosing a letter that suggests “Follow the scent.”As they set off, the invited influencers crossed paths along the way, eventually reuniting with their friends behind the mystery box at the final destination – the Thums Up truck – turning the moment into a celebration of friendship and bonding through the iconic Biryani and Thums Up pairing.The event quickly gained traction on social media, with multiple city pages and creators arriving to capture the excitement and enjoy the experience. Create cultural moments With ‘Toofani Biryani Gully’, Thums Up did more than just an event, it curated a cultural moment. By blending its bold, action-driven image with the warmth of community celebration, the brand strengthens its connection with a new generation of consumers.This Ramadan, “Thums Up” turns ordinary Sehri moments into unforgettable celebrations as trucks drive through India’s iconic food lanes – proving that the best Ramadan memories are created with delicious food, shared moments and refreshing “Thums Up”.Disclaimer: Content produced by Coca-Cola India Pvt. Ltd.
