**History and Ownership**:
– Thums Up was created in 1977 by the Chauhan brothers after Coca-Cola left India due to regulations.
– Initially owned by Parle, Thums Up dominated the Indian cola market in the 1980s.
– Coca-Cola re-entered India in 1993 and acquired Thums Up, which had an 85% market share at the time.
**Relaunch and Marketing Strategy**:
– Thums Up lost popularity among young consumers, leading to a re-launch by Coca-Cola to compete with Pepsi.
– The brand targeted 30- to 40-year-olds as a ‘manly’ drink, with a successful campaign ‘Grow up to Thums Up’ that increased market share.
– Thums Up was re-positioned as a strong alternative to Pepsi, with endorsements from celebrities like Mahesh Babu, Salman Khan, and Shah Rukh Khan.
**Ingredients and Packaging**:
– Thums Up contains water, sugar, caffeine, and flavors, along with an acidity regulator (E338) and natural color (150d).
– The brand’s original logo featured a red thumbs up hand gesture, with slogans evolving over time to ‘Taste the thunder!’.
– Thums Up used product placement in films during the 1980s and partnered with cricketers like Jasprit Bumrah and actors like Vijay Deverakonda.
**Sponsorship and Global Partnerships**:
– Thums Up sponsored cricket matches and had a presence in events like the 2020 Summer Olympics and Paralympics.
– The brand collaborated with Indian Olympians and Paralympians, celebrating their achievements.
– Thums Up ranked among India’s most trusted brands and expanded its reach through international partnerships.
**Brand Ambassadors and Advertising**:
– Thums Up has had various Bollywood stars as brand ambassadors, including Mahesh Babu, Shah Rukh Khan, and Ranveer Singh.
– The brand’s marketing campaigns have been innovative and action-packed, with collaborations with actors like Akshay Kumar and Vijay Deverakonda.
– Despite legal issues and controversies, Thums Up remains a trusted and popular brand in India.
Thums Up is a brand of cola. It was introduced in 1977 to offset the withdrawal of The Coca-Cola Company from India. The brand was later bought by Coca-Cola who re-launched it in order to compete against Pepsi to capture the market.
 | |
 Thums Up logo | |
| Type | Cola |
|---|---|
| Manufacturer | The Coca-Cola Company |
| Country of origin | India |
| Introduced | 1977 |
| Related products | Coca-Cola, Pepsi, Campa Cola |
| Website | www |
In 2018, Coca-Cola announced they will launch Thums Up in Bangladesh, Pakistan, Sri Lanka and Nepal. In 2021, the company became a billion-dollar brand in India.