March 2026 – Ramzan in India is a time defined by contemplation, togetherness and unforgettable food experiences – from bustling iftar gatherings to lively late-night sehri meals. With this initiative, Thums Up, one of India’s most iconic beverage brands, brings this spirit alive with its high-energy campaign, “Sehri Ki Jaan: Biryani and Toofan”. Celebrating the vibrant culture of Ramzan nights, the campaign combines the aromatic flavors of Biryani with the bold kick of Thums Up.

Creative Concept: The Toofani Biryani Truck At the center of the campaign was the Toofani Biryani Truck – a dynamic sensory experience designed to capture people’s attention and spark curiosity around the iconic pairing of Biryani and Thums Up. As it passed through Ramzan hotspots in Meerut, Lucknow and Hyderabad, the truck turned normal roads into fragrant aroma routes, with the rich, unique aroma of biryani wafting in the air.

It did not need any announcement. The scent worked.People didn’t just notice the truck – they were drawn to it, following its scent as it moved through town and creating moments of pause, intrigue and discovery.Built as more than just a visual spectacle, the truck also features an AR-enabled screen, allowing visitors to step into stormy moments, snap photos, and access them instantly via QR – expanding the experience from street to social.The truck became a magnet. moment. Destination.And wherever it stopped, it gave rise to the whirlwind Biryani Gali – transforming familiar Ramzan food lanes into high-energy hubs of celebration, connection and culture, all anchored in the surefire combo of biryani and Thums Up.Campaign Execution: A Social-First, Influencer-Led Approach The campaign followed a social-first, influencer-led storytelling approach. The influencers received a mysterious box from an anonymous friend inviting them to the ceremony, as well as a letter prompting them to “follow the scent.”As they set out on their journey, the invited influencers crossed paths on the way, eventually reuniting with the friend behind the mysterious box at the final destination – the Thums Up truck – turning the moment into a celebration of friendship and bonding over the pairing of the iconic biryani and Thums Up.The activation quickly gained popularity on social media, with many city pages and creators arriving on the scene to capture the excitement and enjoy the experience. creating a cultural moment Through “Toofani Biryani Gali”, Thums Up did more than run a campaign – it organized a cultural moment. By combining its bold, action-driven identity with the warmth of community gatherings, the brand strengthened its connection with a new generation of consumers.This Ramzan, as the trucks passed through the iconic food routes of India, Thums Up transformed ordinary Sehri moments into memorable celebrations – proving that the best memories of Ramzan are made with great food, shared moments and a refreshing Thums Up.Disclaimer: Content produced by Coca-Cola India Pvt. Ltd.