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On its 40th anniversary, Thums Up launches a new variant

With an aim to become the first home-grown billion-dollar beverage brand in the next two years, Thums Up has launched its variant Thums Up Charged

For the first time since its inception and its subsequent acquisition by Coca Cola from Parle, Thums Up has launched a new variant of the most ‘toofani’ drink of them all. The cola brand, which currently rakes in Rs 5,000 crore in terms of sales revenue, intends to be the first home-grown billion-dollar beverage brand in the next two years.

“Thums Up believes in a unique expression of masculinity that challenges us to believe that ‘heroism is a choice’,” said, Vijay Parasuraman, Vice-President, Marketing, Coca-Cola India and South West Asia. 


“By personifying this, the brand has become a metaphor for uncompromising attitude and unshakeable self-belief which inspires each of us to unleash our inner potential. This belief is crucial to Thums Up as it enables the brand to inspire millions of Indians and make them look up to Thums Up as an icon of masculinity. The launch of Thums Up Charged takes this iconicity to the next level and will help accelerate the journey to becoming the first home-grown billion-dollar beverage brand,” added Parasuraman.

Continuing with the same Toofani image, Thums Up Charged contains the strong taste and offers extra Thunder to the consumers. The product launch will be supported through a robust integrated marketing campaign, including television, digital, radio, outdoor, social media and retail advertising that will promote the brand’s great taste and functional stimulation.


The company and its bottlers will also invest suitably in enhancing brand love, launching new packs, expanding distribution and augmenting manufacturing capacity to increase the sales of Thums Up by 2020.

Coca-Cola India has also planned year-round celebrations on successful completion of 40 years in India to enhance brand love, brand variants and strengthen operations and distribution. The company will be rolling out a series of initiatives, including consumer-led engagement campaigns, along with exciting marketing campaigns with its brand ambassadors through digital, social, traditional and outdoor media channels.


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