Thums Up Charged goes ballistic in the outdoor

It’s been 40 years since Thums up, a caffeinated beverage, was launched by Parle Agro — back in 1977. To celebrate the four toofani decades of the drink, Coca Cola, which acquired the product in 1993, launched Thums Up Charged, a variant which has strong carbonation tasting more thunderous. The brand has rolled out an integrated marketing campaign to create a buzz about the soft drink attracting eyeballs so as to achieve a revenue target set at $1 billion in the next two years.

Coca Cola is trending #Take Charge to promote the drink on social media. Also, the brand replaced Bollywood star Salman Khan as the brand ambassador and roped in all-time energetic actor Ranveer Singh as the new brand ambassador of Thums up Charged. The hoardings display Ranveer Singh grabbing a bottle of Thums Up Charged amidst blown up cars and a mushroom of smoke, urging the viewer to taste the new variant.