Your Daily Dose of Ad World Buzz
Latest
✦Nestlé India's Q1 Ad Spend Surges Over 40% as Profit Jumps 48%✦Thums Up Brings Back ThunderWheels with Jasprit Bumrah✦Encompass Names Karan Johar as Brand Ambassador for Stoa Paris✦Aditya Jain Rejoins Excitel Broadband as Chief Marketing Officer✦The Business Problem Behind Every Creative Problem✦Jesse Julka Appointed CEO of Prakul Bakshi Events✦Johnson's Baby Signs Parineeti Chopra as Brand Ambassador in India✦Jawa: How a Legendary Motorcycle Brand Came Back✦Edge AI Reshapes Creative Production, Says Slay Media✦TVS NTORQ Launches 'The Streets Remember' Campaign with Argentina Football Association✦Why Gen Z Can Smell Forced Brand Content Instantly✦Sachin Chhabra Joins CFA Institute as Senior Marketing Director, India✦Nestlé India's Q1 Ad Spend Surges Over 40% as Profit Jumps 48%✦Thums Up Brings Back ThunderWheels with Jasprit Bumrah✦Encompass Names Karan Johar as Brand Ambassador for Stoa Paris✦Aditya Jain Rejoins Excitel Broadband as Chief Marketing Officer✦The Business Problem Behind Every Creative Problem✦Jesse Julka Appointed CEO of Prakul Bakshi Events✦Johnson's Baby Signs Parineeti Chopra as Brand Ambassador in India✦Jawa: How a Legendary Motorcycle Brand Came Back✦Edge AI Reshapes Creative Production, Says Slay Media✦TVS NTORQ Launches 'The Streets Remember' Campaign with Argentina Football Association✦Why Gen Z Can Smell Forced Brand Content Instantly✦Sachin Chhabra Joins CFA Institute as Senior Marketing Director, India
Campaigns

Thums Up Brings Back ThunderWheels with Jasprit Bumrah

Ad Tribe! Bureau1 min read
Jasprit Bumrah in Thums Up's ThunderWheels campaign film

Thums Up has announced the return of ThunderWheels, its flagship biking platform, for a third edition, fronted by cricketer Jasprit Bumrah in a new campaign film built around the brand's long-running "Toofani" energy positioning.

  • Brand: Thums Up (Coca-Cola India)
  • Platform: ThunderWheels, third edition
  • Face of the campaign: Jasprit Bumrah
  • Mechanic: specially marked packs carry a scannable code giving access to the ThunderWheels platform and a biking-themed lucky draw

A Third Lap for a Platform Built to Recur

Bringing ThunderWheels back for a third edition, rather than launching a fresh one-off biking tie-in, signals Thums Up treating the platform as a recurring property with its own accumulated equity, similar to how sports and entertainment brands build annual tentpole moments rather than reinventing the concept each cycle. That continuity lets the brand skip the cost of re-establishing a new platform's premise every year and instead deepen an association bikers and enthusiasts already recognise.

Pairing a Bowler with a Biking Platform

Bumrah's fast, precise, high-intensity on-field persona maps cleanly onto a biking-and-speed platform in a way a more classically glamorous cricket endorsement might not, extending Thums Up's established pattern of using elite athletes whose personal brand of controlled aggression matches its "Toofani" energy positioning rather than picking the most broadly recognisable face available. The pack-code mechanic also ties the campaign directly to purchase, turning a brand film into a lead-generation funnel for the platform's community and rewards ecosystem rather than a pure awareness play.

More on Ad Tribe Campaigns.