Case Study

Categories Name : E. Short Form Video

Sub-Category : E2. Best Use of Regional Creators

Campaign Name : ShareChat & Moj - #ThunderMaiHai on ShareChat & Moj

Brand Name : ThumsUp

Agency Name : WPP/ Essence Mediacom

Results

The Thums Up x Pushpa 2 campaign was a cultural juggernaut that fused Bollywood fandom with influencer-led storytelling to ignite one of Moj’s most impactful brand activations. With Allu Arjun’s star power and the anticipation around Pushpa 2 as creative fuel, the strategy placed creators and fans at the heart of a digital performance movement. Creators were instrumental to this strategy. Thums Up, in collaboration with ShareChat & Moj, handpicked a diverse mix of mega, macro, and micro influencers, ensuring representation across geographies, languages, and audience types. The campaign was powered by voice-activated branded AR lens, where users raised their palm, caught the Thums Up Pushpa 2 can, and performed the now-iconic “ThunderHaiMain” pose. The goal was clear: make the #ThunderHaiMain movement feel authentic, inclusive, and irresistible to India’s 18–34 digital-first audience. Campaign performance highlights: • 437M+ views (1.62x over delivery) • 19.6M+ unique users reached • 102K+ UGC videos created • 744K+ shares and 9.2Mn+ total engagements • 48% engagement rate, one of the highest recorded for a branded challenge • 11.2% brand follower growth during campaign window • 78% of views from 18–34 age group, validating targeting effectiveness This wasn’t a campaign about a can, it was about turning fandom into performance, and performance into brand love. By putting creators in the spotlight and letting them lead the narrative, Thums Up activated a movement where identity, entertainment, and influence collided at massive scale.