Thums Up, Coca-Cola India’s flagship homegrown beverage brand, has relaunched its biking platform ThunderWheels®, with Indian cricketer Jasprit Bumrah leading the latest campaign aimed at encouraging young riders to embrace India’s growing biking culture. Announced on July 21, the initiative marks the third edition of the ThunderWheels platform and seeks to engage biking enthusiasts through community-driven experiences and digital participation.
The campaign is anchored by a new brand film featuring Bumrah, highlighting the adventure and excitement associated with biking while encouraging aspiring riders to explore the open road. As part of the initiative, specially marked Thums Up packs will allow consumers to scan QR codes and participate in ThunderWheels activities, including a lucky draw offering exclusive biking rewards and the flagship ThunderWheels motorcycle.
Sumeli Chatterjee, Category Head – Sparkling Flavours, Coca-Cola India and South-West Asia, said the campaign reflects the brand’s longstanding association with boldness and adventure. She noted that ThunderWheels 3.0 aims to bring riders closer to unique experiences, stronger biking communities and the thrill of riding, while inspiring more young Indians to take up biking.
The campaign could resonate well in Kolkata, where interest in premium motorcycles, weekend riding groups and biking communities has grown steadily in recent years. By combining consumer engagement with digital activation and reward-based participation, the initiative is expected to strengthen Thums Up’s brand visibility among young consumers while complementing the city’s expanding lifestyle and experiential marketing landscape.