MUMBAI: When thunder strikes twice, it only gets louder. Thums Up and Hero Motocorp are back with Thunderwheels 2.0, a high-octane sequel to last year’s blockbuster partnership, this time giving young India the chance to ride off on the all-new Hero xtreme 250R.
The campaign fuses Thums Up’s legendary ‘Toofani’ spirit with Hero’s engineering prowess, serving up a motorcycle that embodies individuality, power, and raw thrill. The Xtreme 250R, a premium 250cc streetfighter, is built for riders who live life on the edge, just like the cola brand’s daredevil persona.
The hook? “Dum hai toh scan kar.” Special-edition Thums Up packs now feature QR codes that unlock the chance to win the Xtreme 250R, along with a series of energetic, action-packed experiences.
Hero Motocorp, head of marketing – India BU, Aashish Midha said: “The phenomenal response to Thunderwheels last year reaffirmed how deeply this connects with the new generation of riders. With the Xtreme 250R, we’re delivering a machine designed for those who ride with intent: agile, powerful, and stylish.”
Coca-cola India, category head – Sparkling Flavors, Sumeli Chatterjee added: “Every Thums Up experience is built to fuel adrenaline. Thunderwheels 2.0, with Hero’s xtreme 250R, is all about engaging thrill seekers and inspiring them to be unstoppable in their dreams.”
The campaign will thunder across screens and feeds with a full-blown 360 rollout, from TV and digital films to influencer activations and artist collaborations, celebrating the spirit of bold self-expression.
With Thunderwheels 2.0, Hero and Thums Up aren’t just selling a bike or a bottle, they’re bottling the rush of adventure, daring India’s youth to taste the thunder and ride the storm.
MUMBAI: When Shah Rukh Khan and Jagapathi Babu lock horns, you expect fireworks this time, the spark came from a plate of biryani and a bottle of Thums Up. Thums Up, Coca-cola India’s billion-dollar blockbuster, has dropped its latest campaign, “Biryani Ek Nahi, Do Haath Se Khaate Hai”, directed by Karthik Subbaraj and fronted by Bollywood royalty SRK alongside Telugu powerhouse Jagapathi Babu. The TVC starts with a tense face-off that quickly dissolves into a toofani moment once biryani and the fizzy cola arrive, elevating the meal into a cultural ritual.
Over the last three years, Thums Up has steadily claimed biryani as its gastronomic soulmate turning what was once an instinctive pairing into what the brand calls a “social currency.” From the Toofani Biryani Hunt in 2023 to today’s cinematic campaign, the message has stayed consistent: biryani isn’t meant to be rushed. Keep aside the spoon, silence the phone, and savour every grain with one hand on the biryani and the other wrapped around a chilled Thums Up.
With SRK quipping about the endless Hyderabadi vs Lucknowi vs Kolkata biryani debates (“but what’s undisputed is the way we enjoy it”), and Jagapathi Babu emphasising biryani as a tradition best enjoyed slow, the campaign doubles down on indulgence over interruption. Backed by Coca-cola India’s integrated roll-out across TV, digital, social and on-ground activations, the campaign will also hand fans exclusive biryani vouchers, extending the ritual from screen to plate.
As Coca-Cola category head India and Southwest Asia for sparkling flavours Sumeli Chatterjee puts it, Thums Up isn’t just adding fizz to biryani; it’s turning the meal into a “moment people want to share, repeat and make their own.” And with star power, spice, and a thunderous taste, the toofani pairing looks set to remain India’s most flavourful ritual.
MUMBAI: Joy Mohanty has been elevated as executive creative director at global brand and experience design company .Potntial. He was the creative director before this elevation.
The seasoned adman has a bulging portfolio spanning more than three decades, having cut his teeth at FCB Ulka in 1993 before climbing the greasy pole at agencies including Leo Burnett, Contract, Capital Advertising (later Publicis Capital) and Lowe Lintas.
Mohanty’s CV boasts some enviable coups, including spearheading efforts to snatch the coveted Thums Up account from a 25-year incumbent while at Lowe Lintas. He also launched Google Pay (Tez) in India and helped create work for Google Railwire that nabbed a Cannes finalist spot in 2019.
His creative fingerprints can be found on campaigns for automotive giants Maruti Suzuki, where he orchestrated “one of India’s most disruptive car launch programs” for Swift. One of his creations—the “Kitna Deti Hai” campaign—has been immortalised by Brand Equity/Economic Times as among “the iconic ads that shaped Indian advertising.”
With stints handling spirits (Pernod Ricard’s Absolut, Blenders Pride and Glenlivet), technology (Google and HP), tyres (Michelin and Apollo) and travel brands (Makemytrip and Spicejet), Mohanty has demonstrated versatility across categories.
No stranger to creative accolades, he has bagged prestigious gongs including The One Show 2002 for Dabur Back-Aid and D&AD 2002 for Dabur Capsico, which he describes as “an early example of using disruptive packaging as an advertising medium.”
His new home, .Potntial, positions itself at “the intersection of business, culture, design and tech,” targeting startups with global ambitions and legacy Indian firms seeking a pivot. The company aims to fill what it sees as “the gap between traditional branding methods and the evolving needs of new-age enterprises.”
For a man who once ventured into entrepreneurship with film production company Lumiere Films back in 1998, this new role might just offer the perfect canvas for his creative potential—or should we say, .Potntial.
MUMBAI: JioStar has bowled over advertisers ahead of this year’s Tata IPL, announcing a robust sponsorship lineup of 20 brands ready to bat for consumer attention during cricket’s most-watched tournament.
The impressive roster includes heavyweight brands spanning diverse categories—from food and beverages (Campa Energy, Campa, Thums Up, Amul) and fantasy sports platforms (Dream11, My11Circle, PokerBaazi, ) to financial services (SBI, PhonePe, Mutual Funds Sahi Hai, Zupee, Gpay,) and consumer goods (Joy Cosmetics, Asian Paints, Birla Opus, Jaquar Bath + Light, Allen Solly) to digital (Google search) and bikes (TVS),
“IPL is more than just a sporting event—it’s a cultural juggernaut,” said at JioStar chief business officer for sports revenue Ishan Chatterjee. “We’re delivering scale, impact, and deep consumer engagement through cutting-edge ad innovations and seamless synergy between TV and digital platforms.”
The broadcasting giant is pulling out all technological stops to help sponsors hit advertising sixes, offering AI-powered audience segmentation, interactive ad formats, and multilingual broadcasts. Television advertisers can capitalise on unique solutions including ‘Brand Spotlight’ exclusive placements during the crucial first five overs and CGI-led live interventions that promise to catch viewers’ eyes between boundaries.
Running from 22 March to 25 May, the tournament will be broadcast exclusively across JioStar’s sports network and streamed on JioHotstar, giving brands unprecedented access to cricket-mad audiences across both traditional and digital viewing platforms.
Industry analysts note this year’s sponsorship line-up reflects advertiser confidence in cricket’s premier tournament, with one marketing expert remarking: “Despite economic headwinds, brands know IPL delivers an unbeatable googly of engagement that sends ROI metrics cartwheeling.”
As the cricketing extravaganza approaches, both fans and advertisers are padding up for what promises to be another season of spectacular sporting drama and equally impressive brand visibility plays on the commercial front.
Mumbai: Thums Up, a homegrown beverage brand from The Coca-Cola Company, has announced Toofani Biryani Hunt season two. A sequel to the successful first, this new chapter seeks to rekindle the taste for the perfect biryani pairing. With celebrity chef Ranveer Brar back at the helm, the upcoming edition is all set to deliver an exceptional culinary adventure.
Conceptualised and created by Disney+ Hotstar CreativeWorks, join the Thums Up Toofani Biryani Hunt season two as the esteemed chef Ranveer Brar explores seven diverse regions — Hyderabad, Bangalore, Visakhapatnam, Lucknow, Delhi, Mumbai, and Kolkata — to understand the toofani origin of each biryani. Through its one-of-kind storytelling, the hunt brings alive the untold stories of 21 of the hottest biryani makers in the country with the chef uncovering the inspiration behind each hotspot. The indomitable combination of Thums Up, Biryani and Chef Brar aims to settle the age-old question of “Kaunsi Biryani hai Sabse Toofani?”
Commenting on season two of Toofani Biryani Hunt, The Coca-Cola Company category head, sparkling flavours, India & Southwest Asia Sumeli Chatterjee said, “We’re excited to present ‘Thums Up Toofani Biryani Hunt Season 2,’ in partnership with Disney+ Hotstar, serving up a sizzling flavour expedition on screen. This season, we celebrate the crisp chill of Thums Up paired with a steaming plate of rich, smoky biryani. With Chef Ranveer Brar bringing his exceptional talent back on board, the journey is set to be more delicious than ever as we uncover the best of biryani from seven diverse regions across India.”
On his exciting collaboration with the brand, celebrity chef Ranveer Brar said, “Biryani is not just a dish; it’s a journey through time and taste, rich with history and fragrant with tradition. I am elated to return for another season of the Thums Up Toofani Biryani Hunt, as we uncover the history, legacy and bold flavours of biryani from various regions in India. Each episode is an adventure—seeking out the best biryani spots, learning their stories, and savoring the bold flavors that make this dish so beloved.”
Speaking about the show, Disney+ Hotstar head of ads Dhruv Dhawan added, “At Disney+ Hotstar’s CreativeWorks, we continue to leverage the power of storytelling and solve the complex marketing needs of advertisers who want to forge meaningful connections with their audiences. Thums Up Toofani Biryani Hunt season 1 resonated well with our audiences and we are excited to bring in another season which exemplifies how we combine creativity and cultural relevance to craft memorable experiences. With season 2, we’re taking this journey with Thums Up to new heights, exploring the rich flavors and traditions that make biryani a dish close to every Indian’s heart.”
Thums Up Toofani Biryani Hunt season two is set to kick off with the pilot episode on 28 August 2024. This season promises a feast for the senses, the local pride for their culinary best and biryani fans across regions vouching that their biryani is most toofani.
Mumbai: Thums Up, the homegrown billion-dollar beverage brand under The Coca-Cola Company, is thrilled to announce its new campaign, ‘Utha Thums Up, Jagaa Toofan’ for the upcoming Paris 2024 Olympic and Paralympic Games. The campaign is based on a simple but powerful idea: the motivating effect of a ‘thumbs up’ on athletes which encourages them to give their best performance. Our athletes are dynamic ‘toofans’ themselves, they inspire the nation to trust in their inner strength. But a champion is not made overnight. Every time an athlete deals with a setback or feels a moment of hesitation, a simple thumbs-up from their supporters, coach, friends, and family helps them regain confidence and keep pursuing victory – and this is precisely the essence of the campaign.
As part of The Coca-Cola Company’s enduring partnership with global sports events, Thums Up has been committed as the official global partner for the 2024 Olympic and Paralympic Games. Thums Up has consistently and continuously cheered for the perseverance, courage, and determination of both able-bodied and para-athletes who showcase India’s talent on the world stage. Featuring Sift Kaur Samra, Lovlina Borgohain, Nikhat Zareen, Rubina Francis, and Sakshi Kasana, the campaign film illustrates a series of compelling narratives and visual storytelling, showcasing real-life moments where athletes relive the power of a thumbs-up.
Commenting on the campaign, Coca-Cola India, and South-West Asia senior category director, sparkling flavours Sumeli Chatterjee said, “We are thrilled to be a part of India’s Olympics and Paralympics dream. The power-packed performances of our athletes in global sports over the past 4 years have filled us with immense pride. Paris 2024 will be a historic occasion, and we are honoured to support our athletes in their journey. We truly believe a simple gesture of a thumbs-up can make any moment a powerful turning point – not only for athletes but for everyone. This gesture, paired with the iconic Thums Up brand, reflects the spirit of tenacity and unwavering determination.”
Commenting on her association with the campaign, Sift Kaur Samra said, “I’m humbled to be a part of this campaign. Knowing that countless people are cheering us with a thumbs-up gives us the courage to perform our best on the world stage. It’s a testament to the support we receive from our nation.”
Commenting on her association with the campaign, Lovlina Borgohain, “It’s a pleasure to be associated with Thums Up. Being a boxer, I’ve experienced the value of encouragement, especially during tough matches. A simple gesture of support can be incredibly motivating, and this campaign truly emphasizes that.”
Commenting on her association with the campaign, Nikhat Zareen, “In the ring, every thumbs Up fuels my determination to jab harder and go the distance. It’s great to have Thums Up as a brand acknowledge the importance of support and belief in athletes like us.”
Commenting on her association with the campaign, Rubina Francis, “Thums Up’s campaign sparks resilience and unity, showing how a simple gesture can inspire us to give our best shot.”
Commenting on her association with the campaign, Sakshi Kasana, “As athletes, the power of supporters is a force which helps us be our strongest self. In moments of uncertainty, fans can unleash the best of ourselves, enabling us to rise against all odds.”
Ogilvy India (North) chief creative officer Ritu Sharda said, “There is great power in one thumbs up. It can awaken a storm inside you, and lift you just when you are about to give up. Now imagine, what a billion thumbs up can do. This Olympics, we are sending our athletes to strike thunder with the power of a billion thumbs up. And that’s the emotion we wanted to capture with this new Thums Up campaign. Utha Thums Up, Jagaa Toofan.”
The campaign will use a 360-degree marketing approach, using different channels to reach and engage consumers, such as television, digital, print and OOH. The brand has created a series of films that capture the story of the athletes and their historic journey to Paris.
Mumbai: Thums Up, India’s homegrown beverage brand from The Coca-Cola Company, is thrilled to launch Toofan: the Thums up branded exclusive chartered plane as part of its latest campaign, ’World Cup ka Toofani Tour’ to the ICC T20 World Cup. As the official beverage partner of the ICC T20 World Cup, Thums Up continues to redefine fan engagement, setting new benchmarks for fan experiences in the realm of sports.
This year, Thums Up is taking cricket enthusiasts on a once-in-a-lifetime adventure to the West Indies on an exclusive Thums Up plane, promising an electrifying experience like never before. The campaign features India’s loved Cricket-duo: Yuvraj Singh and Virender Sehwag, encouraging consumers to scan a Thums up pack and get a chance to win a seat on Toofan. From 01st March to 30th April, consumers can stand a chance to win a trip to the ICC T20 World Cup in the West Indies by registering at https://tu-icc24.coke2home.com/. Available behind select Thums Up packs that earn miles, consumers can win a chance to enter a 2 month-long daily lucky draw, with one seat being given away every day.
In pursuit of further building on its long-standing association with sporting events like the Olympics, Paralympics, and ICC Men’s Cricket World Cup, the tour represents the brand’s dedication to championing the spirit of cricket.
Alongside the Toofani tour, Thums Up will engage fans cheering for Team India at home by giving away Indian jerseys every hour, plus other exciting prizes. The campaign will be featured prominently on all packs sized 500 ml and above, offering meticulously curated experiences beyond live cricket action.
Talking about the campaign, Coca-Cola India and South-West Asia senior category director, sparkling flavours Tish Condeno said, “We are thrilled to unveil the ‘World Cup ka Toofani Tour’ campaign, to elevate fan experiences at the upcoming ICC T20 World Cup in West Indies. With the launch of the exclusive Thums Up branded plane, we’re furthering our endeavour to redefine sports excitement and engagement, crafting unparalleled memories for cricket lovers.”
Commenting on the campaign Virender Sehwag said, “I am delighted to extend my partnership with Thums Up. With each passing year, Thums Up is setting a new benchmark in fan engagement, demonstrating its unwavering commitment to fueling the fervour of cricket enthusiasts. The ‘World Cup ka Toofani Tour’ offers fans an unparalleled experience to the West Indies, in a Thums Up Chartered plane, to immerse themselves in the excitement of the ICC T20 World Cup to West Indies.”
Commenting on the campaign, Yuvraj Singh said, “I am thrilled to continue my association with Thums Up, the brand which has a longstanding commitment to sports. This year, the ‘World Cup ka Toofani Tour’, offers an electrifying experience for fans, with a chance to fly to the West Indies on an exclusive Thums Up Chartered plane. I’m excited to witness the excitement and energy, this journey will bring to cricket fans around the world, for the ICC T20 World Cup.”
The campaign celebrates India’s passion for cricket, fostering connection, empowerment, and collective joy throughout the tournament. With a legacy of memorable, innovative campaigns like Thums Fan Pusle and Stump Cam, Thums Up is poised to elevate the ICC experience to new heights, ensuring an enduring impact on cricket enthusiasts worldwide.
Mumbai: To drive the mission of supporting sustainability efforts as an integral part of all sporting events, The Coca-Cola India Foundation – ‘Anandana’, in partnership with the International Cricket Council (ICC) and United Way of Mumbai, has initiated and delivered a project focused on waste management during the ICC Men’s Cricket World Cup 2023.
The waste management initiative aligns with Coca-Cola’s global commitment to creating a World Without Waste. The foundation’s sustainable packaging platform aims to achieve ambitious targets: ensuring 100% global recyclability of packaging by 2025, utilising a minimum of 50% recycled material in packaging by 2030 (Design); committing to collecting and recycling a bottle or can for everyone sold by 2030 (Collect); and fostering community engagement to nurture a cleaner, debris-free environment (Partner).
Throughout the tournament, which is taking place between 5 October and 19 November, a workforce of more than 1000 volunteers, donning the safety jackets crafted from recycled PET bottles, has been deployed across the ten stadiums where the World Cup matches are taking place. These dedicated volunteers have been responsible for educating spectators on proper waste segregation, ensuring waste is correctly sorted into designated bins, and leaving the stadiums in an environmentally pristine condition – a testament to the commitment towards a greener future.
Coca-Cola India and Southwest Asia VP- public affairs, communications and sustainability Devyani Rajya Laxmi Rana said, “This ICC Men’s Cricket World Cup 2023, The Coca-Cola India Foundation – ‘Anandana’, is facilitating waste management at all the 48 matches being played across the 10 host cities, with the support of on-ground housekeeping volunteers. These volunteers are also donning safety jackets crafted from recycled PET bottles. In addition, we have also introduced national flags made with recycled PET during the national anthem ceremonies in collaboration with ICC. This initiative aligns with our global strategy called World Without Waste which drives systemic change through a circular economy for packaging.”
Coca-Cola India aims to recover about 200 metric tonnes of waste and it will be utilised to create benches which will be placed in the host cities.
International Cricket Council (ICC) head of events Chris Tetley said, “It is fantastic to be partnering with The Coca-Cola India Foundation and United Way of Mumbai as part of our commitment towards sustainability and reducing the impact of ICC events on the environment. Together, we are fostering community engagement, proper waste segregation, and the promotion of a cleaner, debris-free environment, that we hope will have an impact beyond the conclusion of the ICC Men’s Cricket World Cup.”
United Way of Mumbai CEO George Aikara said, “The #MaidanSaaf initiative has been close to our heart. We support Coca-Cola to create a sustainable and positive impact on communities and livelihoods. We are working diligently to accelerate our waste recycling initiative, and through the latest drive, we want to stress the importance of waste recycling during the event. We are following our Collective Community Impact model, collaborating with multiple stakeholders, including the local government administration, civil society groups and the concerned vendors. Thus, the campaign can potentially make World Without Waste a collective mission for all.”
To ensure a sustainable sporting experience, Coca-Cola India, during the ICC Men’s Cricket World Cup 2023, launched #MaidaanSaaf. As part of this initiative, Reverse Vending Machines (RVMs) have been installed at various stadium touchpoints for our fans to responsibly dispose of their PET bottles. Coca-Cola India and ICC have also introduced National Flags and ICC Unity Flags made from post-consumer PET bottles. PET bottles were recycled by Go-Revise, a brand by Ganesha Ecosphere, to produce yarn, subsequently used for the flags. These flags are being used during the National Anthem Ceremony in each match.
Thums Up and Limca Sportz are the official beverage and sports drink partners for the ICC Men’s Cricket World Cup India 2023. Coca-Cola India is undertaking many activations during the World Cup, including online and offline fan and consumer engagements, to build awareness around waste management.
Mumbai: Thums Up, the iconic homegrown beverage brand under The Coca-Cola Company, is thrilled to unveil the next chapter of its association with ICC Men’s Cricket World Cup through the launch of the campaign “Thums Up Utha, India India Macha”. The campaign has highlighted the relentless determination of our players for the upcoming World Cup, hopeful of driving and motivating fans to believe in India’s journey to victory.
The exhilarating chapter features cricket icons- Ravindra Jadeja, Jasprit Bumrah, Mohammed Siraj, and the dynamic captain Rohit Sharma in a film that is centred around – ‘making India believe in Team India’. The heart of the campaign lies within its unique storytelling, brought to life by none other than The King of Bollywood, Shahrukh Khan as the ‘Voice of Belief.’
The narrative delves into the current emotions of Indian cricket fans – the passionate heart that fervently believes ‘India Will Win!’ with the mind that contemplates- ‘Will India Win?’ This tussle of emotions is brilliantly encapsulated in Thums Up’s iconic Split Can, visually portraying the dynamic interplay.
Commenting on the launch of the next chapter of ICC World Cup Campaign, Coca-Cola India and South West Asia VP & marketing Arnab Roy said, “Thums Up’s partnership with the ICC Men’s Cricket World Cup aims to empower fans and voice their opinions. Our collaboration with King Khan and the cricket icons of the country further cements our dedication to elevate fan engagement and showcases our unwavering support for Team India to bring the World Cup back home. We will do this through tech led, real time responses from expert panels and credible influencers that encourage everyone to keep rooting for our team.”
Ogilvy India CCO Sukesh Nayak said, “The adversary isn’t always external; at times, it’s our own doubt, becoming our greatest adversary. To overcome this, we must summon our inner beliefs. Our idea is based on this strong cultural insight – while all of us want Team India to win, a few not so great results & the mind starts creating doubt.”
“So as the ICC World Cup inches closer, Thums Up’s commitment to celebrating our players’ resilience & creating unforgettable moments for fans remains steadfast, setting the stage for a truly Toofani World Cup.”
With an integrated approach, the brand aims to be on top of every relevant conversation and milestone moment, during the ICC World Cup 2023.
Mumbai: The stage is set for an exhilarating cricketing spectacle as the Asia Cup 2023 approaches, and Disney Star, the official broadcaster, has onboarded a total of 18 sponsors for the upcoming tournament across Star Sports Network and Disney+ Hotstar. The sponsors include renowned brands such as Charged by Thums Up, Nerolac Paint+, Glow & Lovely from HUL, Surf Excel, Jindal Panther, BPCL, My11Circle, Samsung Galaxy Z Flip5, Amul, Maruti, Berger, McEnroe, Thums Up, Amazon Pay, MRF, Policy Bazaar, Tira from Reliance Retail and ICICI PRU MF.
“Cricket fever is at an all-time high as sports fans across India wait in anticipation to watch the ‘Men In Blue’ in action at the upcoming Asia Cup 2023. Brands across categories are equally excited and have come forward to collaborate with Star Sports Network and Disney+ Hotstar to further their business objectives and get closer to millions of fans. We are thrilled with the positive response received for the Asia Cup and are looking forward to delivering an unmatched cricketing experience across both TV and Digital,” said Disney Star head of network – ad sales Ajit Varghese.
As excitement for the Asia Cup reaches its peak, Disney Star’s resolute dedication to delivering exceptional content and memorable experiences remains unwavering. The collaboration with these prestigious sponsors underscores the network’s dedication to delivering an exciting and immersive tournament for cricket fans.
Both Star Sports and Disney+ Hostar recently unveiled their campaigns for the tournament, which have further notched up the buzz for the marquee cricket event. Additionally, the country is waiting in anticipation to watch the ‘greatest rivalry’ unfurl between India vs Pakistan, which will present a golden opportunity for brands to reach an unparalleled audience across the country.
The Asia Cup 2023 is set to take place from 30 August to 17 September and the tournament will be broadcasted live on Star Sports Network and Disney+ Hotstar.
