Thums Up Brings Back ThunderWheels with Jasprit Bumrah
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.