#TakeCharge this summer with Thums Upís new action-packed film
Ranveer Singh and Mahesh Babu will be seen in a new avatar with model Dhawan
New Delhi, 6 May, 2019: A desert. A plane crash. Two investigative journalists. And a bottle of Thums Up Charged.
Ramping up the thrill quotient, Thums Up has released an action-packed summer campaign led by its variant, Thums Up Charged.The new campaign exemplifies the uncompromising attitude and unshakeable self-belief that heroism is an opportunity in any given situation, no matter how challenging it is. For the first time, joining brand ambassadors Ranveer Singh (Hindi film) and Mahesh Babu (Telugu film) in action is model Diva Dhawan. The duo team up as investigative journalists to take charge by unleashing their potential and pushing the boundaries.Directed by renowned filmmaker AbhinayDeo, the enthralling film has been shot in a deserton the border of Namibia and South Africa.
Shrenik Dasani, Vice President – Sparkling Category, Coca-Cola Indiaand South West Asia said, “With Thums Up Charged, our intent is to continue bringing the taste of thunder to consumers’ taste buds - as we take things a notch higher, in line with what consumers continually expect from Thums Up. This new Thums Up Charged campaign seeks to reinforce the ‘Never Give Up’ attitude, serve as a salute to the uncompromising attitude of heroes, and in the process, encourage people to challenge themselves and unleash their true potential. We are confident that consumers will find enjoyment and inspiration in this campaign, brought to life by our heroes Ranveer Singh and Mahesh Babu.”
The campaign will be active across multiple consumer touch points like TV, Print, Outdoor and digital &social media.
Thums Up Charged is the first ever innovation under brand Thums Up which was launched to celebrate 40 years of Thums Up. The variant is the result of Coca-Cola's steadfast commitment to innovation by offering more beverage choices to its consumers. Continuing with the same Toofani image, Thums Up Charged is packed with more thunder and stronger taste.The innovation takes the iconicity of the brandThums Up to the next level and helps inaccelerating its journey to becoming the first home-grown billion-dollar beverage brand in the Coca-Cola system.
About Coca-Cola India
Coca-Cola in India is one of the country’s leading beverage companies, offering a range of healthy, safe, high quality, refreshing beverage options to consumers. Since its re-entry in 1993, the company has been refreshing consumers with its beverage products – Coca-Cola, Coca-Cola Zero, Diet Coke, Thums Up, Thums Up Charged, Thums Up Charged No Sugar, Fanta, Limca, Sprite, Sprite Zero, Maaza, VIO flavoured milk, Minute Maid range of juices, Minute Maid Smoothie and Minute Maid Vitingo, Georgia range of hot and cold tea and coffee options, Aquarius and Aquarius Glucocharge, Schweppes, SmartWater, Kinley and Bonaqua packaged drinking water and Kinley Club Soda. The Company along with its owned bottling operation and other bottling partners, through a strong network of over 2.6 million retail outlets, touches the lives of millions of consumers, at a rate of more than 500 servings per second. Its brands are some of the most preferred and most sold beverages in the country – Thums Up and Sprite – being the top two selling sparkling beverages. The Coca-Cola India system provides direct employment to 25,000 people and indirect employment to more than 150,000 people. The Coca-Cola system in India is contributing in its own small way to building sustainable communities through community initiatives like Support My School, VEER, Parivartan and Unnati and by reducing its own environmental footprint.
For further information on the company's India operations and its products, please visit: www.coca-colaindia.com and www.hindustancoca-cola.com. Follow us on twitter at twitter.com/CocaCola_Ind, or on facebook.