HAR MEHFIL KI JAAN: THUMS UP’S RAMADAN AD CELEBRATES BOLD FLAVOURS  

Thums Up’s latest Ramadan ad features its chilled bottle on an iftar spread of biryani and nihari, with the line “Har Mehfil ki Jaan, Biryani aur Toofan!” Beyond festive coding, the campaign continues the brand’s effort to cement its “toofani” identity as the perfect partner to bold, flavourful Indian feasts. 

In its latest creative outing, Thums Up has chosen Ramadan as the backdrop for a 15-second advertisement that blends cultural resonance with brand positioning. The film opens with a chilled bottle of Thums Up resting on a traditional iftar spread, surrounded by steaming bowls of biryani and nihari. The tagline, “Har Mehfil ki Jaan, Biryani aur Toofan!” captures the spirit of the season while reinforcing the brand’s long-standing association with bold flavours and celebratory meals.  

This is not the first time Thums Up has sought to embed itself into India’s culinary rituals. For years, the brand has worked to establish itself as the default companion to festive and indulgent dining, particularly meals that carry strong cultural significance. By placing its bottle alongside biryani—a dish often considered the centrepiece of celebratory spreads—the brand is signalling that its “toofani” character is the perfect foil to the richness and spice of Indian cuisine.  

The Ramadan ad is therefore more than a seasonal gesture. It is part of a larger narrative strategy that Thums Up has consistently pursued: positioning itself as integral to the joy of shared meals. In India, food is rarely just sustenance; it is a cultural marker, a symbol of togetherness, and a celebration of heritage. By aligning itself with these values, Thums Up is tapping into a deeper emotional connection with consumers.  

The choice of Ramadan is particularly significant. Iftar, the evening meal that breaks the fast, is a moment of community, generosity, and indulgence. By situating its bottle at the centre of this ritual, Thums Up is not only acknowledging the cultural importance of the occasion but also embedding itself into the rhythm of everyday life during the holy month. The ad’s brevity—just 15 seconds—ensures that the message is sharp, memorable, and easily shareable across digital platforms.  

Equally important is the brand’s call back to its “toofani” identity. For decades, Thums Up has marketed itself as bold, adventurous, and high-energy. In this campaign, that identity is reframed in the context of flavour. The brand suggests that just as biryani is rich, layered, and powerful, Thums Up is the drink that can match and elevate those qualities. It is a clever way of reinforcing the brand’s core personality while adapting it to cultural contexts.  

In a crowded beverage market, where global brands often rely on universal themes, Thums Up’s strategy of embedding itself into Indian rituals gives it a distinctive edge. By celebrating Ramadan through food and flavour, the brand is not only appealing to seasonal sentiment but also strengthening its long-term positioning as the spirited companion to India’s most beloved meals.  

At its heart, the campaign is a reminder that Thums Up is not just a drink—it is part of the feast, part of the celebration, and part of the cultural fabric. With “Har Mehfil ki Jaan, Biryani aur Toofan!” the brand has once again demonstrated its knack for blending cultural storytelling with bold branding.