Celebrities

Thums Up’s Sugar Free Range Comes To India In Associations With The Avengers

Sponsored

In a move that will majorly expand its market presence, international beverage giant Coca Cola’s Indian arm has announced the launch of a sugar-free variant of its Thums Up Charged range that will boast of the same strong taste and extra thunder. The ‘No Sugar’ range is being rolled out in the Indian market in an epic collaboration with the Marvel Cinematic Universe’s latest movie – Avengers Infinity War.

Commenting on the launch, Ishteyaque Amjad, Vice President, Public Affairs & Communication at Coca-Cola India & South West Asia, said, “The launch of Thums Up Charged No Sugar not only marks the expansion of our product portfolio but also demonstrates our efforts to innovate products locally that meet changing consumer tastes and preferences. This is a significant milestone for us in our sugar reduction strategy and I am delighted to announce that leading this journey is our very own homegrown brand Thums Up.”

The Avengers-Thums Up crossover drink will be available in cans and PET bottles that will feature illustrations of four Marvel Avengers Super Heroes – Thor, Iron Man, Hulk, and Black Widow – all of who resonate well with the thunderous Thums Up character. This association is expected to deepen the company’s engagement with the millennial and youth. Meanwhile, the campaign will include TV Commercials featuring the Avengers, along with promotions on the brand’s social media pages across YouTube, Facebook, Twitter, and Instagram. The company is also undertaking on-ground activations including sampling across 14 cities, exclusive movie previews and in-store branded displays across modern trade.

Image Source

Related Post

Thums Up Charged was introduced in India last year with Bollywood actor Ranveer Singh as the brand ambassador. And over the course of a year, the aerated drink is on its way to becoming “the first home-grown billion-dollar beverage brand”, said Vijay Parasuraman, Vice President-Marketing at Coca-Cola India & South West Asia, adding that “the no-sugar, no-calorie variant is aimed at consumers who want to balance their sugar intake and enjoy their favorite drink as well. Additionally, we are supporting the brand by going beyond the traditional marketing practices and directly engaging with the consumers through interactive platforms and innovative formats.”

It is indeed a special year for both the homegrown beverage brand and the MCU as 2018 officially marks “40 years of thunder” and MCU’s 10th anniversary. “We couldn’t be more excited about collaborating with Coca-Cola India in preparation for our historic release — Avengers: Infinity War,” added Bikram Duggal, Executive Director and Head – Studios & Chief Marketing Officer, Disney India.

Feature Image Source

Ankita

Binge eater by day and binge watcher by night, Ankita is fluent in food, film, and Internet. When she’s not obsessing over the hottest trends, tacos, and the perfect author’s bio, you can find her under a pile of Jeffery Archer’s novels or looking for the nearest wine shop.

Share Now
Published by

Recent Posts

SMOOR EID special products

EID Hamper by SMOOR This Ramadan, gift delights thoughtfully handpicked by SMOOR. Bring home hampers…

3 weeks ago

This Independence Day, National Geographic to premiere ‘Buried Seeds’; the inspiring journey of world-renowned Indian Chef Vikas Khanna

“Buried Seeds uncovers many memories and emotions that were hidden inside me for so long”…

9 months ago

What’s cooking between National Geographic and Chef Vikas Khanna ahead of Independence Day

  National Geographic, a brand known for its rich legacy of authentic and impactful storytelling…

10 months ago

7 Appliances That Will Make Your Time In The Kitchen A Little Easier

  The world today has no time to stop and no time to waste. Everything…

10 months ago

Coverture Chocolates : SMOOR

  A brand that crafts the ultimate indulgence experiences with couverture chocolates brings a set…

10 months ago

Hilton Honors Unveils Exclusive Offer for Dining ‘Like a Member’

Members to receive exclusive access to attractive perks and privileges at Hilton dining establishments in…

10 months ago