We transformed KKK (the show) to ‘Hunt for the Thums Up Thunder Star’, a new action hero who would be the next Thums Up icon. The reality TV experience was modified to bring alive the adrenalin rush and obsession of ‘I will do anything for my Thums Up’. All 13 participants had to perform stunts in a series of dares to win the ultimate prize: a bottle of Thums Up. The programme promos were replica of Thums Up TVCs and all the breaks in-show became Thums Up Thunder breaks.A live experience was extended to viewers by replicating in-show stunts through on-ground vans and mall activations across cities in India. Special Thums Up KKK bottles flooded retail driving consumers to the TV show and on ground activations to win Thums Up KKK merchandise. ‘Thums Up billboard on fire’ through 3D-Mapping-technology excited youth to reach out for their Thums Up.

‘Thums Up Search for the Thunder-Star’ left the consumer pumping with the adrenalin rush.

• 8 hours of branded content viewed by over 100m people • Dhawal Thakur crowned ‘Thums Up Thunder Star’• Highest rated reality action programme• 218,284 fans on Facebook • 114+ articles in print; 400+ stories on news channels like CNN-IBN mentioned Thums Up ThunderStar• 450,000 people joined an IVRS chat with Akshay Kumar prior to show launch • Increase in scores among those who saw the show: Brand Preference - 5%+; Brand Love - 8%+; Consumption - 16%+.

• Brand sales 11%+ in a single season, beating all competition!