By Neha Borkar & Sharlene Fernandes

Cognitive Component

• Interesting Tagline– Aaj Kuch Toofani Kartey Hain?

Perceptions• Sound• Smell• Taste• Visual Display

Cultural Influences• Sign: Thums up (it often sounds as thumbs up and its

logo also is thumbs up)– In much of the world today, the thumbs up means, "O.K.",

"Yes", or "I approve.“– But in Iran, Afghanistan, and parts of Italy and Greece it is

an obscene insult.

• Belief:– The total configuration of beliefs about Thums up

represents the cognitive component of attitude about this brand of soft drink.

– It is important to realise that beliefs need not be correct or true

– They just need to exist.– Now when a person thinks about this soft drink,

there should be belief that ‘I will do something that I have never done before’

• Social Influences:– It depends on Group influences–Depends on celebrities

Need & Motives• Need: If a person is thirsty, basic need is

water• Motives: if the person is backed by

financial support, he’ll buy a soft drink in order to satisfy his need.

Target Market• Age: 40 years • Promotion strategy: Adventurous

concept with crazy twist.

Attitude• Thums Up's new summer campaign for

2012, sees the brand challenging its consumers to do something crazy along with exictement with the tagline 'Aaj Kuch Toofani Kartey Hain'

Brand Identity of Thums Up• Iconic• Victory• Celebration • Happiness• Brave• Excitements• Craziness• Discovering unique things

Sensation• Thums Up, Red colour, logo–Macho, Masculine, adventurous, cool–Masculine, risky, courageous–Macho, refreshing, adventurous, joyful untitled

Thank You