Global beverages major Coca Cola is planning a new marketing campaign for its carbonated drink brand 'Thums Up' that would include communication initiatives besides the release of a modified logo.
The new Thums Up campaign would feature Bollywood star Akshay Kumar and comes at a time when the company is aiming to increase its footprints in the Rs 7,500-crore Indian sparkling beverages market, in which the carbonated cola drinks have a 38 per cent share.
"The latest Thums Up communication takes the whole idea of 'I Will Do Anything For My Thunder' attitude of the Indian male to the next level by adding a layer of fun and...To further enhance the appeal and connect with consumers, the Thums Up logo too has been contemporised," Coca-Cola India Director (Marketing) Kashmira Chadha said.
She said the Thums Up campaign would be formally rolled out in the mid-February and besides mass media, it would be complimented by on the ground initiatives, including road shows and contests across all key markets.
The company is also bringing out a new logo for the Thums Up brand.
"The new logo comes with sharper edges added to the 'Thumb' in the Thums Up sign. It is designed to bring out the core masculine values of the brand more prominently," Chadha added.
