News Headline
Thums Up challenge to peak masculine aspirations
MUMBAI: After a really long sabbatical, Thums Up which accounts for 20 per cent market share in the soft drink category has decided to pump in some adrenalin into the brand.
Sticking to its masculine core, Thums Up, starting 3 March, has gone all out on a heavy duty campaign that is designed in a format to challenge people to get what they aspire for. The theme being challenging the consumer which is the core of the brand as well. A strong male positioning. Hai Dum?
Targeted at the youth, the campaign embodies the spirit of Thums Up and has been designed to reinforce the brand personality of the product-macho, outgoing, adventurous, and fearless. The Thums Up challenge will pan the Indian landscape for over a month, with local challenge rounds in 16 cities. The winners of 16 city finals will be pitted against each other at a Challenge Camp in Shivpuri, Uttaranchal to undergo a grueling test of strength and stamina under the leadership of Colonel Kumar. Colonel Kumar is the first Indian to reach the height of 28,300 ft at Mount Everest in 1960. The victorious amongst the 16 contestants will attempt the climb to Mount Everest and take home a cash prize of Rs 10 lakhs.
The objective of the campaign is to insight passion among consumers and reinforcing Thums Up’s equity in , reinforcing what thumbs up stands for.
Says Coca-Cola India vice-president marketing Vikas Gupta, “This campaign truly personifies the spirit of Thums Up – the spirit of adventure, of thrill, of heroism. Today the youth has become much more adventurous and relates to the brand proposition of Thums Up. We are expecting a good response to this unique initiative. I am very optimistic about the campaign and am sure the youngsters will have a great time participating in it.”
The entire campaign is supported by an integrated marketing and communications plan that includes a TVC featuring Akshay Kumar, the brand ambassador for Thums Up. The TVC, conceptualized by Leo Burnett was launched on March 3 across all mainline channels inviting the youth across India to display what levels of toughness they can undertake to taste their Thums Up. Other marketing programs lined up for the promotion of Thums Everest Challenge – Hai Dum? include activation of key accounts, promotional activities in colleges & marketplaces and an extensive road-show covering the country.
In the Andra Pradesh region, Thums UP’s largest market which has a 45 – 50 per cent market share in the region has TVC cutomised to the AP market. Chiranjeevi will be endorsing the brand in the Telugu TVC. The AP regions apparently contributed more than 20 per cent of Thums UP’s total business nationwide.
For over a month, the Indian youth will have an opportunity to test their tenacity and have fun at the same time. The campaign, to be carried out on a Himalayan scale, will span across sixteen cities in India, which include; Mumbai, Kolkata, Bangalore, Ghaziabad, Hyderabad, Pune, Ahemadabad, Indore, Jaipur, Vizag, Kanpur, Lucknow, Patna, Jamshedpur, Bhuvaneshwar, and Meerut. From its commencement to its culmination, the activity shall enthrall the youths for over a month.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
