The year was 1993, when the promoters of Parle, the Chauhans decided to sell their iconic brand to American Cola giant, Coca Cola for a mindboggling $60 million. Industry watchers felt that the brand under Coca Cola will die a natural death. However, despite numerous roadblocks which include various attempts by the company itself to marginalize the brand, Thums Up against all logic has managed to retain its numero uno position and in doing so has become prodigiously iconic. The legacy of spawned by this 30 year old brand is mindboggling and despite facing stiff competition from other carbonated drinks, it has been able to maintain its relevance and connection with the Indian masses.

The brand was launched in mid 70s following Coca Cola’s unceremonious exit from the country. Coca Cola’s departure left a major gap in the black carbonated drink space, an ideal opportunity that Mr Rajesh Chauhan grabbed with both hands by launching this brand. The brand became an overnight hit in the metros. Since then in 33 years the brand has leapfrogged the rest of the chasing pack, walloped its competitors and has become an undisputed leader.

Thums Up staggering dominance has befuddled industry experts who cannot find any rationale logic behind the brand’s continuing leadership. Over the years the battle between the Cola majors has only intensified. So Thums Up stupendous achievement is all the more laudable considering the fact that it has to contend with not only Pepsi but also its own sister brand Coca Cola. From 1977 to 2010; from Parle to Coca Cola – “Steal The Thunder” has remained a durable proposition.

Thums Up by the virtue of its high octane advertising campaigns has become synonymous with masculinity – a concept that has been redefined over the years but still relevant in today’s times. The pyro techniques displayed by its brand ambassadors in the ad campaigns has deeply entrenched Thums Up in the mind of the youth as a drink meant only for macho men and it is not for the faint hearted. In a chauvinistic society, where men continuously want to flaunt their bravado, Thums Up has fitted nicely with that ideology.

Even Pepsi’s advertising blitzkrieg where the overwhelming focus was to woo the youth, has not managed to dent the market share of Thums Up. The brand enjoys a deep emotional connect with the Indian people, much like what Coca Cola enjoys in USA. An entire generation has grown up on this brand, so the brand’s emotional quotient is tremendous. Thums Up next task is to consolidate its leadership position, which by no means will be easy with the likes of Pepsi and Sprite on its coattails. But given the brand’s legacy and performance it will be safe to bet on Thums Up beating the living daylight out of its competitors.


Like it on Facebook, Tweet it or share this article on other bookmarking websites.

Comments (0)

There are no comments posted here yet

Which is the best mobile network in Hyderabad

No answer selected. Please try again.
Please select either existing option or enter your own, however not both.
Please select minimum 0 answer(s) and maximum 7 answer(s).
/polls/computers-and-technology/6585-which-is-the-best-mobile-network-in-hyderabad.json?task=poll.vote
6585
radio
[{"id":"22912","title":"Airtel","votes":"34","type":"x","order":"1","pct":61.82,"resources":[]},{"id":"22913","title":"Idea","votes":"2","type":"x","order":"2","pct":3.64,"resources":[]},{"id":"22914","title":"Vodafone","votes":"9","type":"x","order":"3","pct":16.36,"resources":[]},{"id":"22915","title":"Docomo","votes":"1","type":"x","order":"4","pct":1.82,"resources":[]},{"id":"22916","title":"Aircel","votes":"0","type":"x","order":"5","pct":0,"resources":[]},{"id":"22917","title":"Uninor","votes":"0","type":"x","order":"6","pct":0,"resources":[]},{"id":"22918","title":"Reliance","votes":"9","type":"x","order":"7","pct":16.36,"resources":[]}] ["#ff5b00","#4ac0f2","#b80028","#eef66c","#60bb22","#b96a9a","#62c2cc"] ["rgba(255,91,0,0.7)","rgba(74,192,242,0.7)","rgba(184,0,40,0.7)","rgba(238,246,108,0.7)","rgba(96,187,34,0.7)","rgba(185,106,154,0.7)","rgba(98,194,204,0.7)"] 350
bottom 200
No married couple wants to end up getting divorced. It is not like they have planned for it. They try to put up with their partners for as long as they
Due to our modern lifestyle, we feel that digestion related disorders are a common problem. Thus, we neither give importance to them nor seek any help
The bond of marriage brings the two people together. Initially, everything may seem okay and both of them slowly start discovering each other in the journey.
The lead upto World Cup 2019 Over the last 4 years, since India's exit from the semi final in 2015 world cup, India has made slow, steady but firm strides
If statistics were a true measure of greatness then the Nawab of Pataudi, Mansoor Ali Khan would perhaps not feature among the greats of Indian cricket.
Hindu Muslim rivalry goes back to the 7th century when Muhammad Qasim defeated the Hindu King of Sindh Raja Dahir. Over the centuries it led to the 2 nation
Richie Benaud who died at the age of 84, will be remembered  more than many of his generation as a great cricket player and a wonderful commenter.
Yet again India has failed to prove their talents outside subcontinent. India after the retirement of greats like Sachin, Dravid, Laxman and Ganguly have