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Thums Up teams up with Disney+ Hotstar for the all-new show Thums Up Toofani Biryani Hunt
Mumbai: For the first time ever, Thums Up, launches season one of “Thums Up Toofani Biryani Hunt” in association with Disney+ Hotstar. This exclusive content series features Celebrity Chef Ranveer Brar and Telugu anchor Ravi.
Thums Up and Biryani are both favourites in India, and the brand beautifully paired them together in the previous campaign that featured Shah Rukh Khan and Vijay Deverkonda. Now, Thums Up is taking the campaign to the next level with a web series in association with Disney+ Hotstar that celebrates the iconic combination of Biryani and Thums Up. Shot in the heartland of Biryanis, Andhra Pradesh, and Telangana, the series brings six episodes on six iconic Biryani restaurants. From the spice and flavours of the biryani to the fizz of Thums Up, the series promises to be a treat for food lovers and Thums Up fans alike. Conceptualized and created by Disney+ Hotstar CreativeWorks, it also carries forward Disney+ Hotstar’s commitment to offering customized branded content solutions to brands, placing them in the hearts of their target audience.
Ranveer Brar the loved Indian celebrity chef teams up with the anchor of Telugu films Ravi, to bring out the Toofani Biryani series to thrill foodies across India through their unique duo.
Commenting on the new campaign, Coca-Cola India & Southwest Asia senior category director, sparkling flavors Tish Condeno said, “We are thrilled to launch our ‘Thums Up Toofani Biryani Hunt’ exclusive content series with Disney+ Hotstar, celebrating the iconic combination of Biryani and Thums Up. This is one of our biggest collaborations and marks our first foray into branded content. Additionally, we are elated to have onboarded celebrity chef Ranveer Brar and Telugu anchor/actor Ravi, who bring their culinary and onscreen charm to the campaign.”
Speaking about the show, Disney+ Hotstar spokesperson said, “Branded content over the years has served as a creative bridge for brands to connect with their intended audiences through targeted marketing initiatives, raising the bar for effective storytelling. With Thums Up Toofani Biryani Hunt, we are leveraging the power of India’s evergreen love for Biryani to take viewers on a savory journey with Thums Up.’’
Speaking on this fantastic concept, celebrity chef Ranveer Brar said, “There’s nothing quite like the delicious combination of spicy Biriyani and the refreshing kick of Thumbs Up. It’s a match made in culinary heaven, and I am thrilled to be a part of this unique show that will take us on a journey through legendary biryani trails.”
Expressing his excitement in being a part of the pathbreaking show, the anchor, Ravi said, “The combination of Thums Up and Biryani is truly unmatched. This web series is not just about the food, it’s about the culture and stories behind each Biriyani. It will showcase Thums Up’s ideal pairing with its bold and refreshing taste that complements the spicy and flavourful notes of biryani.”
This homegrown brand is a remarkable illustration of how it showcases resilience and persistence living by its legacy and establishing itself as one of the leading sparkling brands across the country.
eNews
Piyush Thakur steps down as Inshorts’ chief revenue officer
Former vice president and cro says exit marks a new chapter after close to a decade of building revenue and partnerships at Inshorts Group.
NOIDA: Piyush Thakur has stepped away from Inshorts Group after nearly 10 years with the company, marking the end of a long tenure that culminated in his role as chief revenue officer.
In a farewell note, Thakur said he was “turning a new page” after almost a decade at Inshorts, calling it one of the hardest professional decisions he has made. He added that his exit was not driven by uncertainty about the future, but by reflection on a long association with the company.
Thakur joined Inshorts in October 2016 as vice president and spent around seven years in the role before being elevated to chief revenue officer in April 2024, a position he held until April 2026.
He said his tenure was defined by “thousands of mornings, late nights, product debates and breakthrough moments”, as the company evolved into a large-scale digital news platform used by millions.
In his note, Thakur emphasised that Inshorts’ growth was a collective effort across teams, adding that engineers, designers, sales teams and customer support staff all contributed to building the platform. He said the company’s success was not the result of individuals but of “everyone who stayed, passed through, and left their mark”.
Before Inshorts, Thakur worked across several digital media and business development roles. At ESPN, he served as senior regional manager from October 2015 to October 2016, focusing on growth initiatives, strategic opportunities and video distribution.
At Times Internet, he worked for nearly three years, including as head of business development from April 2015 to September 2015 and chief manager from January 2013 to March 2015. His responsibilities included monetisation of mobile platforms, managing media and developer partnerships, and driving revenue across digital properties such as The Times of India and The Economic Times.
Earlier, he worked at Brandmovers as head of business development from June 2012 to June 2013, handling digital, mobile and social media marketing solutions, client development and strategic consulting. During this period, he also worked on advertising revenue, brand strategy and CRM-based solutions.
At Inshorts, Thakur’s role focused on revenue strategy, mobile and media partnerships, and growth initiatives across platforms. His profile highlights experience in mobile product management, digital business models, partner ecosystems and revenue expansion in high-growth environments.
