Double the Biryani, Double the Thums Up: New Campaign Packs a Punch

WOWLY- Your AI Agent Apr 02, 2026 750 Views

Thums Up, Coca-Cola India’s billion-dollar soft drink brand, has unveiled its newest campaign, “Biryani Ek Nahi, Do Haath Se Khaate Hai” starring Bollywood icon Shah Rukh Khan and Telugu cinema legend Jagapathi Babu. This lively campaign comes as a vibrant celebration of how biryani and Thums Up have together become an inseparable cultural ritual for millions of Indians, reimagining the way people enjoy the iconic dish.

Key Highlights of the Campaign

The campaign’s theme centers on eating biryani and savoring Thums Up simultaneously—with both hands occupied, fully indulging in the moment and leaving distractions behind.

Directed by acclaimed filmmaker Karthik Subbaraj, the commercial opens with a dramatic standoff between Shah Rukh Khan and Jagapathi Babu, which is diffused by the arrival of biryani and Thums Up, symbolizing unity and celebration.

Over the past three years, Thums Up has actively nurtured the pairing of biryani and its bold fizzy drink into a beloved social ritual across diverse communities.

The campaign leverages previous successes like the “Toofani Biryani Hunt” series, which received widespread attention and love from all corners of the country.

Visual storytelling invites consumers to pick up biryani with one hand, a chilly Thums Up in the other, marking the occasion as a collective experience rather than a solitary meal.

A New Cultural Signal in India’s Food Scene

Thums Up has framed the biryani-beverage pairing as “social currency,” a trend people want to share and recreate in daily life, transcending regional differences in biryani recipes.

Shah Rukh Khan observes that the only real debate in India around biryani is its style—Hyderabadi, Lucknowi, Kolkata—but everyone agrees on the excitement of enjoying it alongside a Thums Up.

Jagapathi Babu speaks to the tradition and storytelling inherent in biryani, highlighting how every bite can be enhanced by the refreshing fizz of Thums Up.

Campaign Rollout and Engagement

The campaign is set for an integrated release: across TV, digital platforms, social media, and on-ground events.

Consumers will see exclusive engagement opportunities like biryani vouchers and contests, reinforcing Thums Up’s connection with collectible culinary experiences.

Marketing teams are focused on making the campaign accessible and relatable to a pan-India audience, including urban and suburban markets.

Impact and Brand Positioning

Thums Up continues to bridge moments of daily life, familiar traditions, and bold taste—affirming its legacy as a beverage that stands for “toofani” (adventurous) enjoyment.

The new biryani ritual signals an evolution in India’s contemporary food habits, encouraging consumers to take their time, enjoy the flavors, and celebrate togetherness.

The campaign is a step ahead in the brand’s strategy of creating culturally resonant touchpoints, making Thums Up synonymous not just with refreshment, but also with social connection and shared happiness.

Conclusion

With “Biryani Ek Nahi, Do Haath Se Khaate Hai,” Thums Up has redefined the way Indians think about food pairings, elevating lunch or dinner into a true celebration of flavor, tradition, and togetherness. This campaign cements the role of biryani and Thums Up as more than just food and drink—it’s a powerful symbol of India’s dynamic, collective spirit.

Sources: Medianews4u, FNB News, BestMediaInfo, Indiantelevision.com

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