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{{Short description|Brand of cola in India}}

{{Infobox beverage
| name = Thums Up
| image = Thumbs Up product in plastic bottle.png
| caption = Thums Up bottle
| type = [[Cola]]
| manufacturer = [[The Coca-Cola Company]]
| origin = [[India]]
| introduced = {{start date and age|1977}}
| website = {{URL|https://www.coca-cola.com/in/en/brands/thums-up|coca-cola.com/thums-up}}
| related = [[Coca-Cola]], [[Pepsi]], [[Campa Cola]]
| logo = Thums_Up_logo.svg
| logo_alt = 
| image_size = 60
| logo_size = 
}}
{{Use Indian English|date=August 2013}}

'''Thums Up''' is a brand of [[cola]]. It was introduced in 1977 to offset the withdrawal of [[The Coca-Cola Company]] from India. The brand was later bought by Coca-Cola who re-launched it in order to compete against [[Pepsi]] to capture the market.

In 2018, Coca-Cola announced they would launch Thums Up in Bangladesh, Pakistan, Sri Lanka and Nepal.<ref>{{Cite web |last=Balakrishnan |first=Ravi |date=2 February 2018 |title=Coca-Cola to take thumbs up globally; sees India among top 5 market |url=https://economictimes.indiatimes.com/industry/cons-products/food/coca-cola-india-to-launch-thums-up-globally/articleshow/62754626.cms |access-date=2023-03-03 |website=Economic Times |language=en-GB}}</ref> In 2021, the company became a billion-dollar brand in India.<ref>{{Cite web |last=Tandon |first=Suneera |date=2022-02-10 |title=Thums Up now a $1 bn brand |url=https://www.livemint.com/industry/retail/thumps-up-now-a-1-bn-brand-11644508446066.html |access-date=2022-05-09 |website=mint |language=en}}</ref>

==History==
Thums Up was created in 1977, after the American company Coca-Cola withdrew from India due to regulations requiring it to disclose its formula<ref>{{Cite web |last=Kazmin |first=Amy |date=23 April 2015 |title=Coca-Cola forced to abandon India bottling plant plans |url=https://www.ft.com/content/9e7d36da-e8e5-11e4-87fe-00144feab7de |access-date=2018-09-17 |website=Financial Times |language=en-GB}}</ref> and sell 60% of its equity to an Indian company under a government plan for foreign-owned companies to share stakes with domestic partners.<ref>{{cite book |last=Albaum |first=G. |title=International Marketing & Export Management |last2=Duerr |first2=E. |publisher=Pearson |year=2008 |edition=6th |page=265}}</ref><ref>{{Cite news|url=https://www.coca-colacompany.com/stories/20-years-later-a-look-back-at-cokes-dramatic-1993-return-to-india|title=A Look Back at Coke's Dramatic Return to India, 20 Years Later|work=The Coca-Cola Company|access-date=2018-09-17|language=en-US}}</ref> The Chauhan brothers owned part of the [[Parle Agro|Parle]] company and already had two other brands of soda, [[Limca]] and [[Gold Spot]], which were popular in India at the time. Thums Up quickly became the most popular cola brand in India and achieved a near-[[monopoly]] among cola products in India during the 1980s, standing above other cola products such as [[Campa Cola]], [[Double Seven (soft drink)|Double Seven]], Dukes and [[United Breweries Group]]'s McDowell's Crush.<ref>{{Cite web |date=2020-05-02 |title=Ever wondered why 'Thums Up' has a missing 'B'? |url=https://www.businessupturn.com/stories/ever-wondered-why-thums-up-has-a-missing-b/ |access-date=2022-06-25 |website=Business Upturn |language=en-US}}</ref>

Ramesh Chauhan had developed the formula from scratch, experimenting with ingredients such as cinnamon, cardamom, and nutmeg. The company also wanted the drink to be fizzy, even when it was not ice-cold, so it could be sold by vendors. After much testing and experimentation, the Chauhan brothers and their research team created a cola that was fizzier and spicier than [[Coca-Cola]]. They originally planned to name the drink "Thumbs Up," but removed the "b" to make the name unique.<ref>{{cite web |url=https://daily.social/story-of-thums-up/ |title=The Story of Thums up: How Indians Came to Taste the Thunder |website=daily.social |access-date=15 January 2022 |archive-url=https://web.archive.org/web/20190116200741/https://daily.social/story-of-thums-up/ |archive-date=16 January 2019 |url-status=dead}}</ref>

In 1991, when the Indian government [[Economic liberalisation in India|opened the market]] to multinationals, [[Pepsi]] was the first to come in. Thums Up and Pepsi subsequently engaged in heavy competition for endorsements. Pepsi advertisements included major Indian movie stars like [[Juhi Chawla]],<ref>{{Cite web|date=2016-08-24|title=These Vintage Ads Starring Bollywood Stars Will Make All '90s Kids Feel Very, Very Old|url=https://www.huffingtonpost.in/2016/08/24/these-vintage-ads-starring-bollywood-stars-will-make-all-90s-kid_a_21457773/|access-date=2020-09-10|website=HuffPost India|language=en}}</ref> while Thums Up increased its spending on cricket sponsorship. Thums Up also introduced a larger {{Convert|300|ml|USfloz|abbr=on}} bottle, branded "MahaCola" (meaning 'great [in size] cola'; the original size was {{Convert|250|ml|USfloz|abbr=on}}). This nickname gained popularity in smaller towns where people would ask for "Maha Cola" instead of Thums Up.<ref>{{cite web|url=https://www.india.com/food-2/a-big-thums-up-to-indias-beloved-cola-a-brief-history-and-recipe-1058524/|title=A Big 'Thums Up' to India's Beloved Cola: A Brief History and Recipe|first=Soni|last=Satpathy-Singh|date=1 April 2016|website=India.com}}</ref>

In 1993, Coca-Cola re-entered the market, and the three companies competed intensely. Later in the year, Coca-Cola bought the Parle-owned drinks Gold Spot, Limca and Thums Up for $60 million (equivalent to ${{Inflation|US|60|2005|r=-1}}&nbsp;million in {{Inflation/year|US}}). When these were sold to Coca-Cola, Thums Up had a [[market share]] of 85 percent in India.<ref name=etf12>{{cite news|title=Will Coke's 200ml pack price cut cannibalise Thums Up?|url=http://articles.economictimes.indiatimes.com/2012-02-29/news/31110875_1_thums-cola-category-coca-cola|archive-url=https://web.archive.org/web/20120303011217/http://articles.economictimes.indiatimes.com/2012-02-29/news/31110875_1_thums-cola-category-coca-cola|url-status=dead|archive-date=March 3, 2012|access-date=1 March 2012|newspaper=[[The Economic Times]]|date=29 February 2012}}</ref>

===Relaunch===
Despite its strong overall equity, the brand was losing its popularity among the core cola-drinking age group of 12- to 25-year-olds, partly due to a lack of advertising. At first, Coca-Cola cut advertising and production for Thums Up to drive customers to their flagship brand,<ref name="outlookbiz">{{cite news |title=Thumbs Up, Forever |first=Meenakshi |last=Radhakrishnan-Swami |date=July 6, 2013 |work=Outlook Business |url=http://www.outlookbusiness.com/article_v3.aspx?artid=286425}}</ref> but they soon realised that Thums Up customers would turn to Pepsi instead of Coca-Cola if Thums Up withdrew from the market. Instead, Coca-Cola decided to use Thums Up as a rival brand to Pepsi. The Coca-Cola Company by this time had about 60.5% share of the Indian soft-drink market but found out that if it took out Thums Up, it would remain with only 28.7% of the market, hence Thums Up was re-launched, targeting 30- to 40-year-olds.

The brand was re-positioned as a "manly" drink, drawing on its strong taste qualities.<ref>{{cite web|url=http://businesstoday.intoday.in/story/the-brand-that-refused-to-die.html/1/4179.html |title=The brand that refused to die|author=Shamni Pande|work=Business Today|publisher=Businesstoday.intoday.in |date=2009-05-18 |access-date=2010-09-18}}</ref> Thums Up started an advertising campaign directly attacking Pepsi's [[television advertisement|television commercials]], focusing on the strength of the drink hoping that the depiction of an "adult" drink would appeal to young consumers. "Grow up to Thums Up" was a successful campaign. The brand's market share and equity increased.<ref>{{cite web|author=Bob Page |url=http://www.mercurybrief.com/2009/10/thums-up-cola-of-india/ |title=How Thums Up became the ruling cola of India. |publisher=The Mercury Brief |access-date=2010-09-18}}</ref>

==Ingredients==
Thums Up contains [[carbonated water]], [[sugar]], acidity regulator ([[E338]]), and [[caffeine]], as well as natural colour (150d) and added flavours ("natural, nature identical and artificial flavouring substances").<ref>{{Cite web |title=Thums Up |url=https://www.coca-colaindia.com/brands/thums-up |access-date=2022-05-23 |website=coca-colaindia.com |language=en-IN}}</ref>

==Logo and marketing==
[[File:Thum's Up (15124224444).jpg|thumb|A can and glass of Thums Up]]
The original Thums Up logo was a red [[thumbs up]] hand gesture with a slanted, white, sans-serif typeface. This would later be modified by Coca-Cola with blue strokes and a more modern-looking typeface.

The famous slogan until the early 1980s was "Happy days are here again", coined by copywriter [[Vasant Kumar (Copyrighter)|Vasant Kumar]].<ref>{{Cite web |date=2016-11-21 |title=Thums Up Hill near Manmad {{!}} Blablawriting.com |url=https://blablawriting.net/thums-up-hill-near-manmad-essay |access-date=2022-05-21 |website=Bla Bla Writing |language=en}}</ref>  The slogan later became "I want My Thunder", and subsequently "Taste the thunder!"

Product placement in films was used in the 1980s with Thums Up appearing in the background of many Hindi films.<ref name="outlookbiz"/>

Advertising campaigns from Thums Up build on its "strength" and its perception as a [[macho]] drink.<ref>{{cite web|url=http://www.ormaxworld.com/case-studies.php |title=Thums Up- Case Studies - Ormax |publisher=Ormaxworld.com |access-date=2010-09-18}}</ref>

In February 2012, South Indian actor [[Mahesh Babu]] became a spokesperson for Thums Up.<ref name=":0">{{cite web|url=https://www.123telugu.com/mnews/mahesh-babu-is-national-brand-ambassador-for-thums-up.html|title=Mahesh Babu is national brand ambassador for Thums Up!|date=1 March 2012}}</ref> In October 2012, Coca-Cola India re-signed [[Salman Khan]] as the brand ambassador of Thums Up. The company also tied with Khan's movie ''[[Dabangg 2]]'' and his charitable organisation as part of the deal.<ref>{{Cite web |last= |date=2012-12-22 |title=Thumps Up goes Dabangg |url=https://www.indiantelevision.com/mam/marketing/mam/thumps-up-goes-dabangg |access-date=2021-06-21 |website=Indiantelevision.com |language=en}}</ref><ref>{{Cite news|last=Laghate|first=Gaurav|date=2013-01-29|title=Fevicol benefits most from association with Dabangg2|work=Business Standard India|url=https://www.business-standard.com/article/companies/fevicol-benefits-most-from-association-with-dabangg2-113012900701_1.html|access-date=2021-06-21}}</ref>

In 2022, the company launched its advertising campaign "Toofan" with Indian cricketer [[Jasprit Bumrah]].<ref>{{Cite web |last=Narayanan |first=Chitra |date=2022-01-24 |title=On the campaign trail: The humour edition |url=https://www.thehindubusinessline.com/catalyst/on-the-campaign-trail-the-humour-edition/article64935781.ece |access-date=2022-05-09 |website=www.thehindubusinessline.com |language=en}}</ref> A similar video ad was created showcasing fast bowler [[Mohammed Siraj]].<ref>{{Cite web |last=Livemint |date=2021-09-03 |title=Coca-Cola partners Jasprit Bumrah for campaign ahead of ICC T20 World Cup |url=https://www.livemint.com/industry/advertising/cocacola-partners-jasprit-bumrah-for-campaign-ahead-of-icc-t20-world-cup-11630661710835.html |access-date=2022-05-09 |website=mint |language=en}}</ref> Bollywood actor [[Shah Rukh Khan]] became brand ambassador.<ref>{{Cite news |last=Bhushan |first=Ratna |title=Thums up picks Shah Rukh, sets stage for SRK-Salman showdown |work=The Economic Times |url=https://economictimes.indiatimes.com/news/company/corporate-trends/thums-up-picks-shah-rukh-sets-stage-for-srk-salman-showdown/articleshow/89757821.cms |access-date=2022-05-09}}</ref> It also partnered with South Indian actor [[Vijay Deverakonda]].<ref>{{Cite web |last=Naidu |first=Ganta Manish |date=1 Feb 2022 |title=విజయ్ దేవరకొండ తన పేరుని Toofan గా ఎందుకు మార్చుకున్నారు? |url=https://telugu.samayam.com/telugu-movies/cinema-news/why-did-vijay-deverakonda-change-his-name-to-toofan-fea-ture/articleshow/89271626.cms |access-date=2022-05-09 |website=Samayam Telugu |language=te}}</ref>

===Sponsorship===

====Cricket====
Thums Up was a major sponsor of [[cricket]] matches and had a notable presence at [[Sharjah (emirate)|Sharjah]] cricket matches.<ref name=":1">{{Cite web |title=Thums Up {{!}} Worldwide Partnership with Tokyo Olympic Games |url=https://www.globalindian.com/story/indian-brands/indias-thums-up-tokyo-2020-olympics/ |access-date=2022-05-21 |website=The Global Indian |language=en-US}}</ref> In the early 1980s, it came out with several [[postcard]]s featuring [[Sunil Gavaskar]] and [[Imran Khan]].<ref>{{Cite web |last=Viswanathan |first=Ganapathy |title=Thums Up starts a new innings in cricket with Jasprit Bumrah's thunder |url=https://www.adgully.com/thums-up-starts-a-new-innings-in-cricket-with-jasprit-bumrah-s-thunder-113577.html |access-date=2022-05-21 |website=www.adgully.com |language=en-US}}</ref>

====Indian motorsports====
Besides cricket, Parle's southern bottler was a major sponsor of Indian [[motorsport]] in the 1980s.<ref name=":1" /> In addition to sponsoring several Indian track drivers in Sholavaram races, they sponsored several regional car and bike rallies. They were also associated for several seasons with the [[Lakshmi Mills]] [[Super Speeds]] team.

====2020 Olympics====
[[File:BajrangPuniaLimitedEditionThumsUpSodaCan.jpg|alt=Thums Up Packaging with Olympic Athlete Bajrang Punia |thumb|200x200px|A can of Thums Up in 2020 Olympics packaging featuring Olympian [[Bajrang Punia]]]]
Thums Up announced a worldwide partnership with the [[2020 Summer Olympics]] in July 2021 to commemorate the 100th year of India's participation in the Olympic Games. The brand rolled out a special athlete packaging, featuring Indian Olympians [[Bajrang Punia]], [[Manu Bhaker]], [[Vikas Krishan Yadav]], [[Deepika Kumari]], and [[Atanu Das]].<ref>{{cite web|url=https://www.coca-colaindia.com/newsroom/thums-up-celebrates-100-years-of-india-at-olympics|title=Thums Up celebrates 100 years of India at the Olympic Games|date=6 July 2021}}</ref>

==== Tokyo 2020 Paralympics ====
The company announced a worldwide partnership with the [[2020 Summer Paralympics|Tokyo 2020 Paralympics]] in August 2021.<ref>{{Cite news |title=Thums Up pays a befitting tribute to the paralympic athletes who shattered the glass ceiling against all odds |work=The Economic Times |url=https://economictimes.indiatimes.com/industry/services/advertising/thums-up-pays-a-befitting-tribute-to-the-paralympic-athletes-who-shattered-the-glass-ceiling-against-all-odds/articleshow/85797179.cms?from=mdr |access-date=2022-05-21}}</ref> The brand rolled out a special athlete packaging, featuring six athletes including [[Mariyappan Thangavelu]] (high jump), [[Sakina Khatun]] (powerlifting), [[Suyash Yadav]] (swimming), [[Navdeep Singh (Javelin thrower)|Navdeep Singh]] (javelin throw), [[Sumit Antil]] (javelin throw), and [[Avani Lekhara]] (shooting).<ref>{{Cite web |last=Tewari |first=Saumya |date=2021-08-23 |title=Thums Up becomes official partner of Tokyo 2020 Paralympic Games |url=https://www.livemint.com/sports/olympics-news/thums-up-becomes-official-partner-of-tokyo-2020-paralympic-games-11629703572792.html |access-date=2022-05-09 |website=mint |language=en}}</ref>

== Awards and recognition ==
[[File:Thums Up. The Great Refresher. Roadside Stall. Himachel Pradesh, India. 2011.jpg|thumb|300px|Thums Up roadside stall in [[Himachal Pradesh]], India, in 2011]]
*According to the Brand Trust Report 2012 published by Trust Research Advisory, a brand analytics company, Thums Up was positioned 140th among India's most trusted brands.
*''[[The Economic Times]]'' ranked Thums Up at 21st place in its Most Trusted Brands report.<ref>{{Cite news |title=Most Trusted Brands 2012: Thums Up's journey of becoming a cola brand for the macho man |work=The Economic Times |url=https://economictimes.indiatimes.com/most-trusted-brands-2012-thums-ups-journey-of-becoming-a-cola-brand-for-the-macho-man/articleshow/17112238.cms?adcode=5 |access-date=2022-05-25}}</ref>
* In Brand Trust Report 2013, Thums Up was ranked 170th among the most trusted brands in India.<ref>{{Cite web |author=P. Naveen |date=Nov 8, 2017 |title='Thums Up' fined Rs 12 lakhs for 'misbranding' in Madhya Pradesh {{!}} Bhopal News - Times of India |url=https://timesofindia.indiatimes.com/city/bhopal/thums-up-fined-rs-12-lakhs-for-misbranding-in-madhya-pradesh/articleshow/61562157.cms |access-date=2021-06-21 |website=The Times of India |language=en}}</ref>
* According to the Brand Trust Report 2014, Thums Up was at 66th position among India's most trusted brands.<ref>{{Cite web|url = http://www.trustadvisory.info/syndicated-reports.htm|title = India's Most Trusted Brands}}</ref>

== In popular culture ==

* A peak in the [[Manmad]] hills has become known as the "Thums Up Mountain" ([[Marathi language|Marathi]]: ''{{Lang|mr|Thums Up Dongar}}''), because it is shaped like the "Thums Up" logo. It is visible from trains passing by and has become a popular attraction.<ref>{{Cite web |title=Top Trendsetters of their Industry with famous Brand Logos! |url=https://www.apnnews.com/top-trendsetters-of-their-industry-with-famous-brand-logos/ |access-date=2022-05-21 |language=en-US}}</ref>
* Thums Up appears in the book ''[[Eat Pray Love (book)|Eat, Pray, Love]]'' and its [[Eat, Pray, Love (film)|2010 film adaptation]].<ref>{{cite journal |title=A Culinary Tour of "Eat Pray Love" |first=Jess |last=Righthand |journal=Smithsonian |url=http://www.smithsonianmag.com/arts-culture/a-culinary-tour-of-eat-pray-love-97068231/ |date=August 19, 2010}}</ref>
* The drink appears throughout [[Salman Rushdie]]'s controversial novel ''[[The Satanic Verses]]'' (1988).<ref>{{cite book |last1=Rushdie |first1=Salman |title=The Satanic Verses |date=1988 |publisher=Vintage |location=London |isbn=9780963270702 |page=66 }}</ref>
* Thums Up is a jazz ensemble consisting of [[Vijay Iyer]], [[Heems]], [[Rafiq Bhatia]], and [[Kassa Overall]].<ref>{{Cite web |last=Aceves |first=Rusty |date=2018-01-12 |title=A Closer Look at Thums Up |url=https://www.sfjazz.org/onthecorner/a-closer-look-at-thums-up/ |access-date=2024-08-21 |website=SFJAZZ}}</ref><ref>{{Cite news |date=2017-03-07 |title=Thums Up (Heems, Vijay Iyer, Rafiq Bhatia & Kassa Overall) and Arooj Aftab @ Ecstatic Music Fest (pics) |url=https://www.brooklynvegan.com/thums-up-heems-vijay-iyer-rafiq-bhatia-kassa-overall-and-arooj-aftab-ecstatic-music-fest-pics/ |work=BrooklynVegan}}</ref><ref>{{Cite web |last=Panikker  |first=Dhirendra Mikhail |year=2019 |title="Sound Come-unity": Post-9/11 Brown and the Politics of Intercultural Improvisation |url=https://www.proquest.com/openview/27f6910c260478a6e58eee4c8f7b6e56/1?pq-origsite=gscholar&cbl=2026366&diss=y |access-date=2024-08-21 |website=ProQuest |language=en}}</ref>

==References==
{{reflist}}

==External links==
* {{Official website}}

{{Colas}}
{{Coca-Cola brands}}

[[Category:Soft drinks]]
[[Category:Cola brands]]
[[Category:Indian drink brands]]
[[Category:Products introduced in 1977]]
[[Category:1977 establishments in India]]
[[Category:Coca-Cola brands]]
[[Category:Coca-Cola acquisitions]]