MAM
Thums Up unveils new campaign; exploits biking culture as their theme
MUMBAI: The soft drink industry seems to be gearing up and how. Thums Up has unveiled a new campaign – Thums Up Piyoge? Ninja Chalaoge? Hai Dum? – to promote the biking culture in India. The Thums Up under-the-crown (UTC) promotion is in line with brand’s core identity of being – macho, outgoing, adventurous, and fearless.
The national program will give the four lucky winners an opportunity to ride home Kawasaki NINJA ZX 6R worth about Rs. 6,00,000 each.
To participate in the promotion, the consumers need to peel the crown liner of their Thums Up bottle and collect four parts of Kawasaki NINJA ZX 6R bike. Other prizes include over 100 Bajaj Pulsars and lakhs of cool and biking gears like biker’s jacket, bags, sunglasses, and waist-pouches up for grabs.
Says Coca-Cola India vice-president marketing Vikas Gupta, “We have an overwhelming response to the Thums Up Everest Challenge – Hai Dum? The campaign has managed to touch more than five lakh consumers in nearly 500 cities and towns. Thums Up Piyoge? Ninja Chalaoge? Hai Dum? also personifies the spirit of Thums Up – the spirit of adventure, of thrill, of excitement.”
The entire campaign is being supported by an integrated marketing and communications plan that includes a TVC featuring Akshay Kumar, the brand ambassador for the cola. The TVC, conceptualized by Leo Burnett was launched on 12 April 12 across all mainline Hindi channels inviting the Thums Up drinkers to participate in the UTC promotion. The TVC starts with the opening of a Thums Up bottle and the crown transforms into the legendary masked warriors, the Ninjas. The four Ninjas attack the hero, but he, in his usual nonchalant way overcomes them easily. The communication construct echoes the promotion mechanic, ‘capture the 4 Ninjas and win the Kawasaki Ninja’. The film is directed by Savier who was flown in from Iceland and produced by the Mad Entertainment.
Other marketing programs lined up for the promotion of The Thums Up Ninja Hunt include activation of key accounts, promotional activities in colleges and marketplaces and an extensive road-show showcasing the machines covering the country.
Brands
Kaartech raises $11 million in Series B funding
Playbook Partners leads round as AI-led firm crosses Rs 1,000 crore revenue mark.
MUMBAI: Kaartech just fuelled its rocket with fresh cash because when you’re already crossing Rs 1,000 crore and running on KTern.AI, the next stage needs serious thrust. KaarTech, a global AI-led enterprise transformation partner, has raised $11 million (approximately Rs 100 crore) in a Series B primary funding round led by Playbook Partners. The round follows the company’s $30 million raise in July 2023 led by A91 Partners.
The fresh capital arrives as Kaartech crosses Rs 1,000 crore in revenue, clocking a 44 per cent compound annual growth rate over the past five years. The growth has been powered by its proprietary platform KTern.AI, which embeds governance and outcome assurance into large-scale enterprise transformations.
The new funds will accelerate Kaartech’s next phase, with focus on deepening AI, data and industry innovation capabilities. The company plans a strategic acquisition to strengthen data engineering and analytics, enabling more powerful AI-driven insights for clients. It will also invest heavily in scaling its AI-led Enterprise Operating System (EOS) platform set to roll out to existing customers in Q2 FY27, with full general availability planned for Q4 FY27. New clients will receive a complimentary AI Readiness Assessment to identify priority use cases, evaluate data readiness and build tailored transformation roadmaps.
Kaartech will expand its global AI Labs, including a new Oil & Gas AI Lab in Houston and additional labs in Bangalore and Chennai focused on CPG & Retail, Engineering & Natural Resources, and Utilities. These labs will develop industry-specific AI solutions and SLM-based foundation models for enterprise use cases.
Kaartech, Founder & CEO Maran Nagarajan said, “This raise marks a defining chapter in Kaartech’s journey. A 4X growth in enterprise value since our Series A reflects the trust placed in us by our employees, customers, partners, and stakeholders. As we drive a clear shift toward an outcome-led Enterprise Operating System, this partnership with Playbook Partners enables us to deepen our Data Engineering and Analytics capabilities, pursue strategic acquisitions, and scale globally.”
Playbook Partners managing partner Vikas Choudhury added, “KaarTech stands out for its deep domain expertise, AI-led transformation capabilities, and strong client relationships. With operations across the US, Europe, and the Middle East, the company has demonstrated remarkable value creation in recent years.”
In a transformation game where most players still chase buzzwords, Kaartech isn’t just raising money, it’s raising the bar, turning AI from a shiny add-on into the actual operating system of enterprise change.
