‘Live the Thunder’ unlocks the new code of masculanity by launching a campaign shot in Bangkok. The ad opens with four youngsters sitting on the top of a building discussing their plan of action. Mahesh Babu, the main protagonist takes a sip of Thums Up and says, ‘ Aaj kuch toofani Karte Hai ‘ . He jumps off the building, and others follow him. The group does dare devil acts —jumping across roofs, gliding down wires and slipping down pipes. They cut short a 30-minute trip to just three minutes. At the end Babu says, ‘ Tees minute ka raasta teen minute ka bana diya. …, aur kal kuch toofani karte hai.’ For the first time, they have shown a girl indulging in extreme sports. The brand is widening its space to include women. The Thums Up man is no longer ‘chasing the thunder,’ but ‘living the thunder.’
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