MUMBAI: Coca-Cola India announced the launch of its largest selling cola brand, Thums Up in South West Asia (SWA) including Bangladesh, Nepal, Bhutan and Sri Lanka this summer. Thums Up believes in a unique expression of masculinity that challenges us to believe that "heroism is a choice."

“Coca-Cola India is accelerating forward towards becoming a total beverage company by broadening its product portfolio and entering new product categories in India," said The Coca-Cola India and Southwest Asia president T Krishnakumar. “We are taking key steps towards making India the fifth largest market for Coca-Cola company globally by giving the consumers more beverage choices. The launch of Thums Up in SWA market is a key milestone towards speeding the brand’s journey to become the first home-grown billion-dollar beverage brand.”

Coca-Cola India recently launched Thums Up Charged, the first-ever variant of the brand to celebrate 40 successful years of Thums Up in India. Thums Up Charged is the result of Coca-Cola’s steadfast commitment to innovation and offering more beverage choices to its consumers. Continuing with the same Toofani image, Thums Up ‘Charged’ contains the strong taste and offers extra Thunder to the consumers.

As the new Thums Up Charged makes it way to shelves across India, Coca-Cola India launched a new campaign – #TakeCharge featuring ever-energetic actor and Thums Up brand ambassador - Ranveer Singh and the Tollywood superstar and brand ambassador – Mahesh Babu in South India. The company has rolled 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.

Originally introduced in 1977, Thums Up was acquired by The Coca-Cola Company in 1993. 

Thums Up is on a journey towards becoming the first $1 billion Cola beverage brand from India by 2020.