Product: Thums Up -- Slogan: Toofani dhamaka
Ad agency: Leo Burnett

The new Thums Up campaign draws inspiration from Steven Spielberg's Raiders of the Lost Ark with actor Akshay Kumar - playing Indian(a) Jones. (Click here to see ad.

The campaign serves to buttress the soft drink brand further as a beverage for 'big boys.' Coca-Cola has always positioned Thums Up as a symbol of masculinity.

Akshay has also modelled for Red and White cigarettes and Bagpiper whisky. The earlier Thums Up ads starred actor Salman Khan.

Watch out for Sports Celebrity Endorsements next week.