THUMS UP – A GLASS HALF EMPTY – Tribute to Kapil Mohan

This was not commissioned by Thums Up, but I had an idea for what the brand should have done. I wrote a simple line that read “The glass is half empty” and the copy was paired with an image of a glass of Thums Up. Only, the bottom half was empty. The creative soon spread all over twitter like wildfire and was even covered in mainstream media.

Read more about it:

https://pbs.twimg.com/media/DTKj5kqXkAA94oL.jpg

https://www.afaqs.com/news/story/52154_Is-this-an-official-Thums-Up-ad---or-not

https://www.india.com/buzz/twitter-user-pays-fitting-tribute-through-picture-to-kapil-mohan-the-creator-of-old-monk-takes-jibe-at-thums-up-2837691/