Thums Up has revived its ThunderWheels platform with a new campaign featuring Indian cricketer Jasprit Bumrah, reaffirming its long-standing association with adventure, speed and thrill. Built around India's growing biking culture, the initiative combines storytelling with consumer participation through specially marked product packs.
The campaign is anchored by a brand film starring Bumrah, while an integrated digital and social media programme encourages biking enthusiasts to share their riding experiences. Consumers can scan specially marked Thums Up packs to access the ThunderWheels platform and enter a lucky draw for biking-related rewards, including the chance to win a ThunderWheels motorcycle.
From Brand Recall to Brand Participation
The campaign reflects a wider shift in beverage marketing, where brands are moving beyond mass advertising to create passion-driven consumer ecosystems. Rather than relying solely on celebrity endorsements, Thums Up is linking its brand identity with experiential engagement, encouraging consumers to actively participate instead of passively consuming content.
For marketers, the initiative demonstrates how packaging can evolve into a digital gateway, connecting offline purchases with online experiences. The combination of sports celebrity influence, gamified participation and community-led content also highlights the growing importance of first-party consumer engagement in building long-term brand loyalty.
Reigniting a Passion Platform
As consumers increasingly seek experiences over promotions, campaigns that combine cultural relevance, digital interaction and tangible rewards are becoming more effective at sustaining engagement beyond a single advertising burst.
The Last Word
The future of FMCG marketing lies in turning every product pack into an interactive media channel that connects purchase, participation and brand experience.