Kamal Ghorui
The Creative Concept: The Toofani Biryani Truck At the heart of the campaign was the Toofani Biryani Truck – a moving sensory experience designed to turn heads and spark curiosity around the iconic Biryani and Thums Up pairing. As it rolled through Ramadan hotspots across Meerut, Lucknow, and Hyderabad, the truck transformed ordinary streets into immersive aroma trails, releasing the rich, irresistible aroma of biryani into the air.
It didn’t need an announcement. The aroma did the work.People didn’t just notice the truck – they were pulled towards it, following the aroma as it cut through the city and created moments of pause, intrigue, and discovery.Built as more than just a visual spectacle, the truck also featured an AR-enabled screen, allowing visitors to step into Toofani moments, capture photos, and instantly access them via QR – extending the experience from the street to social.The truck became the magnet. The moment. The destination.And wherever it stopped, it gave rise to the Toofani Biryani Gully – turning familiar Ramadan food lanes into high-energy hubs of celebration, connection, and culture, all anchored in the unmistakable combo of biryani and Thums Up.Campaign Execution: A Social-First, Influencer-Led Approach The campaign followed a social-first, influencer-led storytelling approach. Influencers received a mysterious box from an anonymous friend inviting them to the celebrations, along with a letter hinting to “follow the aroma.”As they set out on their journey, the invited influencers crossed paths along the way, eventually reuniting at the final destination – the Thums Up truck, along with the friend behind the mysterious box – turning the moment into a celebration of friendship and bonding over the iconic biryani and Thums Up pairing.The activation quickly gained traction across social media, with multiple city pages and creators dropping by the spot to capture the excitement and enjoy the experience. Building a Cultural Moment Through “Toofani Biryani Gully,” Thums Up did more than run a campaign – it curated a cultural moment. By blending its bold, action-driven identity with the warmth of community celebrations, the brand strengthened its connection with a new generation of consumers.As the trucks rolled through India’s iconic food lanes this Ramadan, Thums Up turned ordinary sehri moments into memorable celebrations – proving that the best Ramadan memories are made with great food, shared moments, and a refreshing Thums Up.Disclaimer: Content Produced by Coca-Cola India Pvt. Ltd.
