It was time to make a move forward. From "Taste the Thunder" to "Be the Thunder". We decided that Thums Up had to stand for inspiration, without losing too many of its brand values. This film was the first one in that direction. It was about a bunch of youngsters who decide to take the path less trodden. I wrote the line , "Aaj Kuch Toofani Karte Hain." (Let's do something Thunderous today!) and the line has become a part of culture and it is used a part of local lingo. Akshay Kumar(our celebrity) was no longer associated with the brand and we were in the process of signing on Salman Khan (a huge Bollywood star)at this time. So we did this one in the interim to launch the thought.
