While the currently-on-air Thums Up film is about attempting to make Thums Up taste like the rival cola, the Lehar soda film depicts an attempt to convert the soda into Grow Up tonic, an obvious reference to Thums Up.
The Lehar soda commercial does not stop at spoofing with look-alikes of Salman Khan and Sushmita Sen-Thums Up''s celebrity endorsers. The commercial also has a voice over that announces `toofani anda'', in a situation where crow droppings fall into the `tonic'' glass.
Last year too, Pepsi Foods had taken on the `Grow up to Thums Up challenge'' theme campaign with Lehar soda, also featuring a Salman look-alike. That was the first time Pepsi had decided to tap the electronic media for its low-profile Lehar soda brand.
According to industry estimates, the organised soda market is worth approximately Rs 200-crore, and Lehar soda is the market leader, followed by Coca-Cola''s Kinley soda brand.
Source: Business Line