Thums Up: How Thums Up made cricket better for fans

Rohitash Srivastava, Pritish Mukherjee, Abhisek Patnaik

Beverage brand, Thumbs Up, evolved its sports sponsorship beyond mere logo badging to create a thrilling experience platform for cricket fans in India.

Campaign details

Brand: Thums Up Brand owner: The Coca-Cola Company Entrant company: The Coca-Cola CompanyIdea creation: Ogilvy & Mather Gurgaon Market: India Sector: Carbonated soft drinks Media channels: Social media, Word of mouth, Influencers, KOLs, Packaging & design, Content marketing, Mobile & apps, Radio & audio, Television & Connected TV, Websites & micrositesBudget: 10 - 20 million

Executive summary

This case study shows how brands can evolve their sports sponsorships beyond mere ‘logo badging’. It proves that when sponsors genuinely give back to the...

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