Informational and transformational content of the recently launched ad campaign of thums UP – An empirical evidence

The clear advertising strategy shift of Thums up from individualism to collectivism in its new ad campaign is able to generate the required excitement and attitude alteration in its target audience. The plea displayed in the commercial was thrill and youth appeal. The study attempts to study the perceived informational and transformational content of the new advertisement. The sample size of consisted of the respondents between 15–25 yrs of age group because the advertisement is specifically targeting the youngsters. The data was conveniently collected from 250 respondents. Data reduction technique of Factor Analysis was incorporated to analyse the data. Cronbachs alpha was also applied to establish the reliability of the data. The study concluded that the commercial was impactful and believable but it was not able to form a substantial differential image of the brand shown. The study also concluded that content of the commercial was larger than life.