Kalpa Media House | National |
Thums Up, one of India’s leading homegrown beverage brands from Coca-Cola India, has announced the return of its flagship biking platform, ThunderWheels®, as part of a renewed push to promote India’s growing biking culture.
The latest edition of the campaign is headlined by Indian cricket star Jasprit Bumrah, who features in a high-energy brand film showcasing the bold and adventurous “Toofani” spirit associated with the brand. The campaign aims to inspire a new generation of riders to embrace the thrill, freedom, and individuality of biking.
ThunderWheels 3.0 is designed as more than just a marketing initiative. It serves as an immersive platform bringing together biking enthusiasts, creators, and aspiring riders through community-driven experiences, digital engagement, and on-ground activations.
As part of the campaign, specially marked Thums Up packs will offer consumers access to exclusive biking experiences. By scanning the packs, users can enter the ThunderWheels ecosystem and participate in contests, including a chance to win biking rewards such as the flagship ThunderWheels bike through a lucky draw.
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Sumeli Chatterjee, Category Head – Sparkling Flavours at Coca-Cola India and South-West Asia, said the initiative reflects the brand’s deep-rooted identity. She noted that Thums Up’s strong taste and high fizz symbolize a bold and adventurous spirit, with biking emerging as a natural extension of this identity. She added that the latest edition aims to foster stronger communities and create unforgettable riding experiences.
The campaign will also expand across digital and social media platforms, encouraging biking enthusiasts nationwide to share their personal riding stories and adventures. This user-generated content approach is expected to help build one of India’s largest biking communities.
Through ThunderWheels, Thums Up continues to strengthen its “Toofani” legacy while tapping into India’s rapidly expanding biking culture, positioning itself as a lifestyle-driven brand beyond beverages.
About The Coca-Cola Company
The Coca-Cola Company is a global beverage leader with operations in over 200 countries and territories. Its diverse portfolio includes iconic brands such as Coca-Cola, Sprite, and Fanta, along with products across water, sports drinks, coffee, tea, juice, and dairy segments. The company continues to focus on sustainability, innovation, and community development while serving millions of consumers worldwide.
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