Thums Up: How an iconic brand won by overturning all conventions

Pritish Mukherjee, Rohitash Srivastava

Thums Up, the cola brand, became India's first billion USD beverage brand during the COVID-19 pandemic in India.

Campaign details

Brand: Thums UpBrand owner: The Coca-Cola CompanyEntrant company: Coca-Cola - IndiaIdea creation: Ogilvy & Mather GurgaonMarket: AsiaSector: Soft drinksMedia channels: Social media, Packaging & design, Outdoor, Out-of-homeBudget:3 - 5...

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