We got the chance to reimagine
@thumsupofficial and its iconic campaign after 50 years & it’s been an absolute honour bringing this legacy into a new era. We teamed up with an incredible crew to create a new sonic identity and music video that truly redefines the brand.
Super stoked to have led creative direction and artist curation on this with our band of misfits at
@imaginaryfrnds_ alongside
@rohanvenkatesh @pandabhi @aaru_sann .
Massive shoutout to
@hanumankind and
@sushintdt for creating a song that feels unapologetic and genuinely disruptive in the Indian ad space with the dream collab of
@vishaldadlani voicing the chorus and
@vidushak absolutely penning down the beautiful lyrics.
As usual, the incredible
@whatsabijoy brought a vision that translated sound into emotion, reimagining the iconic 90s Thums Up bungee ad and grounding it in HMK’s world of real stunts and raw feeling.
@mehran.mxf with the sleepless nights on the edit table and countless others from Bijoy’s team that worked so hard to make his ad a reality.
This whole thing brought to life by the relentless work of
@earlymanfilm and
@anandmen team executing a seriously ambitious idea. His A team -
@subodhatpug @siddharthdiwan and other Og’s who tolerated our chaos and gave it direction
None of this would’ve been possible without the belief and support from team UMG
@devsanyal @preetnayyar @lay_vakil @prannoymathews @ogtsule @himalayantalkies @tanaypradhan18 @devika_ak and most importantly the Thums Up team for taking a giant leap of faith with us, especially
@vatsalamahendra for handling us daily, along with Grishma,
@ankurt_7 Ashish and everyone who backed our ideas 🥤⚡️
PS /
@akashshravan as always on the incredible mix and master and
@kingkalmi in the background helping us wit add production.
![Ashish Jose is a Partner at @imaginaryfrnds_, co-managing Hanumankind, one of India’s biggest musical exports. With deep roots in creative direction and music curation, @tarqeeb has shaped major cultural IPs and festivals at OML, worked with brands like YouTube, Levi’s and Bacardi. During his time as Business Head of Create & Collab at TM Ventures, he has spearheaded All About Music—India’s premier music conference—continuing to bridge music, brands and culture.Get your tickets now, LINK IN BIO IIMW Pro – DIVE INTO THE GLOBAL MUSIC CONFERENCE WITH ‘IIMW Pro’ – 100+ SPEAKERS, WORKSHOPS & NETWORKING OPPORTUNITIES ️ 10–12 February 2026 @museumofsolutions, Mumbai, India www.iimw.in[iimw, music, international business, music conference, india, music networking, workshops]#iimw2026 #Globalmusicmobility #india #musicconference #indianmusicindustry](https://sp1.picnob.com/p/pt_6766424752731338515652_0_df146bb84e1641d7746c266b0b3ed564.jpg?o=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&h=0af002a39cae412acf142e5f399e525f)
