{"id":2203,"date":"2021-07-11T08:42:54","date_gmt":"2021-07-11T03:12:54","guid":{"rendered":"https:\/\/onlykutts.com\/?p=2203"},"modified":"2021-07-11T08:42:55","modified_gmt":"2021-07-11T03:12:55","slug":"thums-up-bungee-jumping","status":"publish","type":"post","link":"https:\/\/onlykutts.com\/index.php\/2021\/07\/11\/thums-up-bungee-jumping\/","title":{"rendered":"Iconic Ads: Thums Up &#8211; Bungee Jumping"},"content":{"rendered":"\n<p>In the late 90s, Thums Up advertising was about in-your-face machoism.<\/p>\n\n\n\n<p>Around that time, the Bollywood superhit Dilwale Dulhania Le Jayenge was released, and the typical Bollywood macho hero stereotype imagery was broken. The hero wanted to do something daring, but it had to be cool and not the typical \u201cmardangani\u2019 type!<\/p>\n\n\n\n<p>There was also an article in the Times of India, stating that Khandala had seen some bungee jumping for the first time.<\/p>\n\n\n\n<p>The idea came from Agnello Dias. The Chaitra Leo Burnett team of Chax, Pops Sridhar and Agnello along with Ram Madhvani (director) cracked the concept in a resort in Manori.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-4-3 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Iconic Ads - Bungee Jumping Thums Up\" width=\"768\" height=\"576\" src=\"https:\/\/www.youtube.com\/embed\/j4Q2kZLtOFo?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>The protagonist was more like a boy next door, a casual and cool guy (not a muscular man)!<\/p>\n\n\n\n<p>The expertise of the world\u2019s best bungee jumping trainer, A J Hackett was used in India (no computer effects).<\/p>\n\n\n\n<p>This ad became extremely popular and bungee jumping, in particular, became famous. This led to a craze. Kids started trying this on their own using bedsheets, ropes, etc. Unfortunately, some kids killed themselves even though there was a warning &amp; disclaimer in the beginning.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The typical Bollywood macho hero stereotype imagery was broken. The hero wanted to do something cool &#038; daring, but not typical macho.<\/p>\n","protected":false},"author":1,"featured_media":2204,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[39,658,657,659,345,307],"class_list":["post-2203","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","tag-advertising","tag-agnello-dias","tag-bungee-jumping","tag-leo-burnett","tag-ram-madhvani","tag-thums-up"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Iconic Ads: Thums Up - Bungee Jumping Point of View<\/title>\n<meta name=\"description\" content=\"The typical Bollywood macho hero stereotype imagery was broken. The hero wanted to do something cool &amp; daring, but not typical macho.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/onlykutts.com\/index.php\/2021\/07\/11\/thums-up-bungee-jumping\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Iconic Ads: Thums Up - Bungee Jumping Point of View\" \/>\n<meta property=\"og:description\" content=\"The typical Bollywood macho hero stereotype imagery was broken. The hero wanted to do something cool &amp; daring, but not typical macho.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/onlykutts.com\/index.php\/2021\/07\/11\/thums-up-bungee-jumping\/\" \/>\n<meta property=\"og:site_name\" content=\"Point of View\" \/>\n<meta property=\"article:published_time\" content=\"2021-07-11T03:12:54+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-07-11T03:12:55+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/thums-up.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"236\" \/>\n\t<meta property=\"og:image:height\" content=\"314\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Vejay Anand\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@https:\/\/twitter.com\/onlykutts\" \/>\n<meta name=\"twitter:site\" content=\"@onlykutts\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Vejay Anand\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/11\\\/thums-up-bungee-jumping\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/11\\\/thums-up-bungee-jumping\\\/\"},\"author\":{\"name\":\"Vejay Anand\",\"@id\":\"https:\\\/\\\/onlykutts.com\\\/#\\\/schema\\\/person\\\/c6940b43e5f6dbe5a3a0c4f8541ec277\"},\"headline\":\"Iconic Ads: Thums Up &#8211; Bungee Jumping\",\"datePublished\":\"2021-07-11T03:12:54+00:00\",\"dateModified\":\"2021-07-11T03:12:55+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/11\\\/thums-up-bungee-jumping\\\/\"},\"wordCount\":199,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/onlykutts.com\\\/#\\\/schema\\\/person\\\/c6940b43e5f6dbe5a3a0c4f8541ec277\"},\"image\":{\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/11\\\/thums-up-bungee-jumping\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/onlykutts.com\\\/wp-content\\\/uploads\\\/2021\\\/07\\\/thums-up.jpeg\",\"keywords\":[\"advertising\",\"agnello dias\",\"bungee jumping\",\"leo burnett\",\"ram madhvani\",\"Thums Up\"],\"articleSection\":[\"Advertising\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/11\\\/thums-up-bungee-jumping\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/11\\\/thums-up-bungee-jumping\\\/\",\"url\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/11\\\/thums-up-bungee-jumping\\\/\",\"name\":\"Iconic Ads: Thums Up - Bungee Jumping Point of View\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/onlykutts.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/11\\\/thums-up-bungee-jumping\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/11\\\/thums-up-bungee-jumping\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/onlykutts.com\\\/wp-content\\\/uploads\\\/2021\\\/07\\\/thums-up.jpeg\",\"datePublished\":\"2021-07-11T03:12:54+00:00\",\"dateModified\":\"2021-07-11T03:12:55+00:00\",\"description\":\"The typical Bollywood macho hero stereotype imagery was broken. 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