Thums Up has taken a unique promotion route by launching Thums Up Everest Challenge, which endeavours to bring a real challenge to the doorstep and dare the youth to try something hitherto unattempted. The challenge will be held across 16 cities. They are Mumbai, Kolkata, Bangalore, Ghaziabad, Hyderabad, Pune, Ahmedabad, Indore, Jaipur, Vizag, Kanpur, Lucknow, Patna, Jamshedpur, Bhuvaneshwar and Meerut.
One winner from each city will be selected over a month-long span. The winners will then be pitted against each other at a Challenge Camp in Manali to undergo a gruelling test of strength and stamina under the leadership of Colonel Kumar. A new campaign line 'Hai Dum' is being attributed to the entire initiative.
Vikas Gupta, Vice-President, Marketing, Coca-Cola India, said, "This campaign truly personifies the spirit of Thums Up - the spirit of adventure, thrill and heroism. Today the youth have become much more adventurous and relate to the brand proposition of Thums Up. We are expecting a good response to this initiative."
An integrated marketing and communications plan including a TVC featuring the cola's brand ambassador Akshay Kumar has been designed. The TVC is conceptualised by Leo Burnett and goes on air from March 3 across all mainline channels inviting the youth across India to display what levels of toughness they can undertake to taste their Thums Up. A few other marketing programmes lined up for the promotion of Everest Challenge include activation of key accounts, promotional activities in colleges and marketplaces and an extensive roadshow covering the country.
The brand has also tied up with Channel V to bring out Thunder Hits. The campaign is heavily supported by advertisements in the press, television, outdoors and radio. The campaign also reaches to the masses through SMS marketing and mobile games.
Thums Up will also unveil a mobile game tailor made to this campaign in Reliance World and GSM mobile services where consumers will be able to compete with each other in their climb to the Everest on their mobile handsets. The company's technical partner for this promotion is India Outdoors.