Thums Up unveils digital initiative

Coca Cola has rolled out a national digital initiative for its leading carbonated brand Thums Up. Titled ‘Thunder wheel’, the campaign aims to leverage the popularity of digital media like mobile phones and internet amongst its target audience. The campaign will run from March 17 to April 30, 2009.

Applicable to 200ml and 300ml returnable glass bottles (RGB) besides all sizes of PET bottles, the campaign invites the consumers to SMS a unique code under the crown to win a TVS Apache RTR 160 bike every hour for the next 45 days. The unique number can also be fed into the application downloaded from www.thumsupthunderwheels.

Said Kashmira Chadha, director -marketing, Coca-Cola India, “Coca-Cola in India has always believed in adding excitement, refreshment and fun into the lives of its consumers. The launch of ‘Thums Up Thunder Wheels’ national initiative is yet another endeavor in this regard, wherein consumers get an opportunity to win attractive prizes.” The Cola major has also rolled out a TVC to support the digital initiative which will run on select channels.