MUMBAI: Coca-Cola India has announced that it intends to make Thums Up the first home-grown brand to hit the $1 billion mark in the next two years. The company also announced the launch of its new variant, Thums Up Charged.

Coca-Cola India and South West Asia vice president of marketing Vijay Parasuraman says, “Thums Up believes in a unique expression of masculinity that challenges us to believe that ‘heroism is a choice’. By personifying this, the brand has become a metaphor for uncompromising attitude and unshakeable self-belief which inspires each of us to unleash our inner potential. This belief is crucial to Thums Up as it enables the brand to inspire millions of Indians and make them look up to Thums Up as an icon of masculinity. The launch of Thums Up Charged takes this iconicity to the next level and will help accelerate the journey to becoming the first home-grown billion dollar beverage brand.”

Thums Up ‘Charged’ contains the strong taste and offers extra ‘thunder’ to the consumers. The product launch will be supported through a robust integrated marketing campaign, including television, digital, radio, outdoor, social media and retail advertising that will promote the brand’s great taste and functional stimulation.

The company and its bottlers will invest suitably in enhancing brand love, launching new packs, expanding distribution and augmenting manufacturing capacity to increase the sales of Thums Up by 2020.

Coca-Cola India has planned year-round celebrations on its successful completion of 40 years in India by launching new brand variants and strengthening operations and distribution. The company will be rolling out a series of initiatives including consumer-led engagement campaigns along with exciting marketing campaigns with its brand ambassadors through digital, social, traditional, and outdoor media channels.