Taste the Thunder - Thums Up
Known for its strong, spicy and fizzy taste, Thums Up is a home-grown brand that adorns the product portfolio of HCCB. The distinct cola drink has a formulation that suits the Indian palate.
Leveraging its ‘desi’ pride, Thums Up has bolstered its macho brand personality with some iconic advertising campaigns using the famous tagline, ‘Taste the Thunder’. Interestingly, the last word in the tagline, Thunder has a strong phonetic resemblance to the Hindi word for cold, ‘thanda’, a colloquial term in India for cold drinks in general. Over the years the brand packaging has evolved from red to blue strokes, in keeping with its strong taste and persona. Thums Up has a ‘no-sugar’ variant - Thums Up Charged
Thums Up was launched by Parle in 1977 and acquired by The Coca-Cola in 1993.