Lowe Lintas bags creative mandate for Thums Up

Lowe Lintas bags creative mandate for Thums Up

The mandate comes after an intense multi-agency pitch

Naveen Gaur

MUMBAI: In a recent development, Indian cola brand – Thums Up – appointed Lowe Lintas to handle its creative duties. The mandate comes after an intense multi-agency pitch involving leading agencies in India.

Exhilarated about the win, Lowe Lintas deputy CEO Naveen Gaur said, "We are thrilled to have won Thums Up, the iconic Cola brand of the country!  Lowe Lintas is known for creating and nurturing leader brands. To be awarded a brand like Thums Up that is already India’s icon is a great compliment to our brand building capabilities."

Thums Up is a 40-year-old home-grown cola brand. Over the years, the brand has stood tall in the highly competitive Indian beverages market, as the largest cola brand by far.

Leading the charge at The Coca-Cola Company is Coca-Cola India and South West vice president, sparkling category Shrenik Dasani. Speaking about the agency’s appointment, he said, “For over 40 years running, Thums Up has brought the taste of thunder to Indian taste buds. It has always been a unique icon of masculinity which reminds us that heroism is a choice, that we can unleash our true potential if we only choose to push the boundaries of self-belief.  We are very excited to continue finding refreshed expressions of this thought, now with our new partner - congratulations to Lowe Lintas on winning the pitch and agreeing to join hands with us. This partnership comes at a truly epic stage of our journey, as we move ever closer to reaching the 1 billion-dollar mark, and as the brand begins to expand beyond India, into South-West Asian markets. We couldn’t have thought of a better ally to help us take the thunder deeper into Indian youth’s hearts and minds.”

The fact that the brand has been consistent in its messaging over the past four decades has helped it immensely. In order to retain its market share, the ‘adventure enticing’ brand will have to employ approaches beyond consistency alone.

The scope of the account includes creative services for Thums Up and its brand extensions. The business will be handled out of Lowe Lintas Delhi.