MAM
Thumbs up asks people to #TakeCharge
MUMBAI: As the new Thums Up Charged makes it way to shelves across India, Coca-Cola India has launched a new campaign called, #TakeCharge featuring ever-energetic actor and Thums Up brand ambassador Ranveer Singh.
The new campaign builds further on Thums Up’s unique expression of masculinity and belief that heroism is a choice for us to make and an opportunity to take. The campaign conveys that for any challenge that demands heroic action, the hero needs to get charged to rise up to that occasion.
The TVC opens to an international car race event where the protagonist is seen ready to hit the track in his car which is inscribed with the ThumsUp Charged logo. Focused on victory, with his ThumsUp Charged by his side, he starts manoeuvring his way past the other cars. Just as he’s about to take the lead, the car in front of him loses control and brings our car to a halt. Shaken but determined, the protagonist takes a gulp of his ThumsUp Charged and sets off to finish the race. As he charges ahead and victory is almost in sight, his gearbox jams. Epitomising the ‘Never Give Up Ever’ attitude, he puts his car in reverse and races to victory in a photo-finish.
ThumsUp Charged is the first-ever variant of Thums Up that was recently launched by Coca-Cola India to celebrate 40 years of Thums Up. The company will be rolling out a series of initiatives including consumer-led engagement campaigns along with exciting marketing campaigns with its brand ambassadors through digital, social, traditional, and outdoor media channels.
Coca-Cola India and South West Asia Director, Colas marketing Ajay Bathija says, “ThumsUp TVCs are all about seeking thrill, adventure, exhilaration and excitement and Ranveer Singh as a brand ambassador embodies all of that perfectly. The ‘#TakeCharge’ campaign is about taking the controls of life in one’s hands and overcoming adversities by not giving up hope. Our TVC captures this attitude and we are confident that the campaign will resonate well with all Thums Up lovers.”
Actor Ranveer Singh mentions, “I distinctly remember when I first tasted toofani Thums Up and since then it has become my favourite cola. It’s an honour to be the face of this brand. The ‘Take Charge’ campaign is very close to my heart as I constantly push boundaries and don’t believe in quitting when a challenge is thrown my way. Challenges keep me going in life and make me strive harder to achieve my goals. I thoroughly enjoyed being a part of the campaign; it was an invigorating experience to perform as a car-racer.”
Leo Burnett creative head Sainath Saraban adds, “ThumsUp Charged has an extra thunder in it just the kind of push that somebody needs to take his or her achievement to the next level. Even though the story is set in a massive car race that makes for grand theatre, it is an intensely personal journey about how a huge victory starts within your own self. When I wrote this film, I wanted to leave the viewer with a message that worked at a product level and was inspirational as well. If there’s one thing we want people to do after being exposed to this communication, it is to take charge.”
#TakeCharge is a 360-degree campaign that will leverage mass-media on larger-than-life outdoor sites in the core markets of the product. The campaign also leverages key social media platforms of YouTube, Facebook, Twitter and Instagram.
Brands
IndiGo appoints captain Rohit Rikhye as head of operations control centre
Leadership change follows dgca penalties and december flight disruptions
MUMBAI: IndiGo has appointed Captain Rohit Rikhye as the new head of its operations control centre (OCC). The appointment, effective immediately following an internal announcement on Friday, sees Rikhye take over from Jason Herter. He will report directly to the chief operating officer (COO), Isidre Porqueras.
Captain Rikhye brings over 11 years of experience within IndiGo to the role. He previously served as chief pilot for standards, QA, and ops safety. In his new position, he is responsible for the airline’s central nerve centre, overseeing flight operations, including real-time coordination, planning, and dispatch; tracking and compliance, ensuring all flights adhere to air traffic control and safety regulations; and resource management, handling crew scheduling and rostering across the network.
The leadership transition comes after a period of significant operational challenges in December 2025. These lapses resulted in strict intervention from the directorate general of civil aviation (DGCA) in January 2026.
According to statements made by additional solicitor general Chetan Sharma on behalf of the civil aviation ministry, the regulator imposed penalties totalling Rs 22 crore on the airline. The regulatory response also led to the dismissal of a senior vice-president to address the systemic issues identified during the disruptions.
The OCC is critical to the airline’s daily performance, managing everything from flight paths to crew availability. By appointing a veteran from the safety and standards division, IndiGo aims to strengthen its regulatory compliance and ensure operational stability moving forward.
