Beverage major Thums Up transformed the high-voltage India–Pakistan ICC Men’s T20 World Cup encounter into a high-energy cultural spectacle, bringing its iconic “Aaj Kuch Toofani Karte Hain” philosophy alive inside a packed stadium. Hip-hop artist Hanumankind headlined the match-day entertainment, performing the brand’s latest anthem Taste the Thunder alongside select tracks, amplifying the electrifying atmosphere of the marquee clash.
The performance featured signature static-glitch visuals across LED screens, a dramatic countdown, and coordinated lighting, smoke, and aerial choreography, culminating in a high-energy finale led by dance crew Kings United India. Hanumankind said performing during such a match was “incredible,” adding that the collaboration with Thums Up created a memorable moment for sports fans.
Sumeli Chatterjee, Category Head, Sparkling Flavours, Coca-Cola India and Southwest Asia, said matches of this scale become historic sporting moments and that Thums Up has consistently associated itself with high-intensity cricketing experiences. In Kolkata, where cricket-driven consumer engagement remains strong, beverage retailers and distributors reported heightened promotional activity tied to match-day campaigns. Industry observers note that branded entertainment integrations such as stadium performances significantly boost youth engagement and product visibility, strengthening Thums Up’s positioning during major sporting events. With cricket on the field and music energising the stands, the collaboration reinforced Thums Up’s continuing presence at India’s biggest cultural and sporting moments.