Thums Up Revives ThunderWheels With Jasprit Bumrah-Led Campaign
Thums Up has revived its ThunderWheels platform with a Jasprit Bumrah-led campaign, offering biking rewards and engaging India's riding community.
SociapaHQ
Coca-Cola India’s Thums Up has relaunched its biking platform ThunderWheels with a fresh campaign featuring Indian cricketer Jasprit Bumrah. The brand has a long-standing association with adventure and the motorcycling culture.
The latest edition, ThunderWheels 3.0, is targeting India’s biking community and is a combination of a consumer promotion coupled with digital engagement for riding enthusiasts.
The campaign is based on a brand film with Bumrah and Thums Up is also launching digital and social media initiatives asking bikers to share their riding stories and connect with the larger biking community.
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Biking Community:
As part of the promotion, consumers can scan specially marked Thums Up packs to access the ThunderWheels platform and enter a lucky draw for biking-themed rewards including the chance to win a ThunderWheels motorcycle.
Sumeli Chatterjee, Category Head- Sparkling Flavours, Coca-Cola India and South-West Asia, commenting on the campaign said, “This initiative is a reflection of the adventurous identity of the brand.
"At Thums Up, our signature strong taste and high fizz represent a bold, adventurous spirit that has defined the brand for generations," she said.
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Check out the campaign here:
"Biking is more than a passion point for us; it's a natural expression of the Toofani spirit that drives everything we do. In its third year, ThunderWheels 3.0 brings riders closer to unforgettable experiences, stronger communities, and the thrill of riding. We hope it inspires a new generation of young Indians to discover the joy of riding and live the Toofani spirit with every ride," Chatterjee added.
In its third edition, ThunderWheels continues to be one of Thums Up’s flagship consumer engagement platforms, reinforcing the brand’s positioning around adventure, thrill and high-energy experiences while deepening its connect with India’s growing biking community through rewards, storytelling and digital participation.
