MAM
Coca Cola, Paradox launch Thums Up Everest Challenge mobile game
MUMBAI: Paradox Studios Limited announced the release of the mobile game ‘Thums Up Everest Challenge,’ in association with Coca-Cola India. The game, developed by Paradox Studios, is based on Thums Up’s unique action packed brand campaign, the ‘Thums Up Everest Challenge – ‘Hai Dum?,’ which provides Thums Up drinkers an opportunity to test their mettle on the slopes of Mount Everest.
Mobile games have now emerged as the latest tactic to be employed in promoting brand campaigns. ‘Thums Up Everest Challenge’ is the world’s first ever mobile game to be used as a promotional tool. Made available to the 10 million subscriber base of the Reliance India Mobile network, the game sports a contest that promises the winner a Royal Enfield ThunderBird specially customised for Thums Up.
Paradox recently, also partnered with Bollywood to release a promotional mobile game based on the movie Jurm, which saw close to 150,000 downloads on the first day of its launch. The company has also developed a string of prestigious international titles like Jean Claude Van Damme, the PRO BMX Stunt teams, Aussie racing legend Peter Brock and Targa rally.
Paradox Studios chief marketing officer Salil Bhargava said, “As demonstrated by our alliance with KPS Films’ Jurm, Paradox is always game to explore revolutionary new strategies to market its latest titles. As the first ever mobile game to promote a brand campaign, ‘Thums Up Everest Challenge’ gives millions the opportunity to experience the thrill of the adventure contest from the comfort of their mobile phones. The game’s release marks the beginning of an era where mobile games are seen as a powerful medium to generate nationwide brand awareness.”
Talking about the tie-up, Coca-Cola India vice president marketing Vikas Gupta said, “We’re glad to be a part of this unique endeavor. Based on the actual challenge, the game goes well with Thums Up’s association with extreme sports and its popularity amongst the youth. We’re confident that the game, with its thrilling and addictive content, will definitely spark an interest about the challenge among the large mobile user populace in India.”
To broaden its appeal and achieve maximum exposure for the Campaign, the Thums Up Everest Challenge’ game is currently available for free on the Reliance India Mobile network.
MAM
Ad:tech honours 2026: Full list of winners announced
Expanded awards spotlight winners across 22 categories as industry doubles down on intelligent automation
NEW DELHI: Marketing’s tech elite took the spotlight as the ad:tech honours 2026 returned with a sharper focus on AI, data and immersive media, signalling how deeply technology now underpins brand strategy. Held at Yashobhoomi on March 17, the second edition drew industry leaders to celebrate innovation that is reshaping engagement and performance.
Presented with the International Advertising Association India chapter and new partner Huella, the awards expanded from 8 to 22 categories, tracking the rapid convergence of creativity, automation and analytics.
The winners’ list reads like a snapshot of marketing’s future. In affiliate and partner marketing, Lyxel & Flamingo – Boat and Paytm Ads – Giva took silver. Mobavenue Media Private Limited struck gold in AI-driven dynamic creative optimisation, alongside a silver for Laqshya Media Limited.
Creative AI collaboration saw Rediffusion Brand Solutions Private Limited win gold, with Saltinc Consulting Private Limited securing silver. Laqshya Media Limited continued its strong run, taking gold in AI conversation agents and adding multiple wins across categories, including silver in GenAI-led creative and both gold and silver in interactive DOOH campaigns for Tanishq and Tata Coffee.
Predictive AI honours went to Strong Metrics and Tyroo, both silver, while Orient Bell Limited picked up silver in immersive retail tech. In GenAI-led creative, Laqshya Media Limited, Salt – Kotak and Sumimoto each secured silver, reflecting the crowded race in generative creativity.
Publicis bagged silver in influencer management and gold in performance marketing, where it shared the stage with Arm Worldwide and The Trade Desk, both silver. Glad U Came Private Limited stood out with gold in influencer measurement and analytics.
Marketing automation saw CereOne Media Pvt. Ltd. and Globale Media win silver, while ADMOTT Private Limited claimed silver in OTT innovation.
Programmatic media categories highlighted the shift to advanced targeting and connected screens. Mobavenue Media Private Limited clinched gold in connected TV advertising, with Animmoov Digital Media Pvt Ltd – Asus and Lyxel and Flamingo taking silver. Cheggout Services Private Limited won silver in retail media advertising, while Paytm Ads – Versuni secured gold.
On social platforms, Vayner Media India took gold in community and UGC engagement, with Under 25 – Oppo winning silver. Segumento rounded off the list with silver in the innovation category.
Jaswant Singh, country managing director at ad:tech India, underscored the momentum, saying generative AI and data-driven decision-making are now central to marketing impact. Neena Dasgupta, IAA mancom member and chief executive and founder at The Salt Inc Consulting, added that the awards celebrate not just technology, but “the people, the creativity, and the relentless effort behind it.”
Backed by Comexposium Group, ad:tech New Delhi has long tracked digital disruption. Now, with the honours, it is rewarding those who are not just adapting to change but engineering it.
In an industry racing towards automation, the message from 2026 is unmistakable. The future of marketing will be written not just in ideas, but in algorithms.
