Thums Up issues sport challenges in summer pitch

As well as the TVC, an on-ground event also challenges consumers to compete in contests such as arm wrestling and digging bottles of Thums Up out of vats of ice. While the Akshay Kumar spot is airing nationwide, Coke also created a second version starring South Indian action star Chiranjeevi for the southern markets. "We have used film personalities before and the idea is to keep looking out for profiles who have a synergy with Thums Up," said Coca-Cola's VP marketing, Vikas Gupta. Leo Burnett's national creative director K V Sridhar added that greater consumer acceptance of adventure sports had made it easier for a campaign like Hai Dum to connect with viewers.