Thums Up Ignites India–Pakistan T20 Showdown with Electrifying Hanumankind Stadium Anthem Performance

Thums Up transformed the India vs Pakistan ICC Men’s T20 World Cup encounter into a large-scale brand moment, bringing its “Aaj Kuch Toofani Karte Hain” philosophy to life through a live musical activation.

At a packed stadium during one of cricket’s most anticipated rivalries, rapper Hanumankind delivered a high-energy performance centered around the beverage brand’s latest anthem, “Taste the Thunder.” The set blended his signature sound with select tracks, aligning the intensity of the music with the competitive atmosphere on the field.

Stadium Production Amplifies Brand Identity

The activation began with the brand’s distinctive static-glitch visuals taking over the venue’s LED screens, followed by a synchronized countdown sequence that heightened anticipation.

Hanumankind then took the stage as coordinated lighting, smoke effects and aerial choreography built a visually immersive experience. The showcase culminated in a finale led by dance crew Kings United India, creating a multi-layered performance that merged sport, music and choreography into a unified spectacle.

The event positioned the brand at the intersection of cricket fandom and contemporary music culture, reinforcing its association with high-adrenaline moments.

Anthem Bridges Studio and Stadium

“Taste the Thunder” combines Hanumankind’s rap verses with vocals by Vishal Dadlani, offering a soundscape designed to echo the brand’s bold identity. Initially unveiled at a press event in Mumbai, the track has now extended into live sporting environments as part of Thums Up’s experiential marketing strategy.

Hanumankind described the opportunity as a memorable experience, noting the charged atmosphere of an India–Pakistan fixture and the significance of performing in that setting.

Brand Perspective on Cultural Impact

Sumeli Chatterjee, Category Head – Sparkling Flavours at Coca-Cola India and Southwest Asia, stated that marquee matches of this scale represent defining moments for cricket fans. She emphasized that Thums Up has historically aligned itself with high-intensity sporting occasions and that the live performance amplified the match-day atmosphere.

Strengthening Presence in Youth and Live Culture

By integrating music, performance art and large-scale sports entertainment, Thums Up continues to embed itself within high-visibility cultural moments. The activation demonstrates the brand’s strategy of extending its anthem-led identity beyond advertising into immersive live experiences.

As cricket delivers drama on the pitch, Thums Up is positioning itself as an integral part of the off-field energy — reinforcing its long-standing “Toofani” persona in one of the sport’s biggest global rivalries.