Coca-Cola India is all set to launch its digital initiative, christened ‘Thums Up Thunder Wheels’. The initiative is designed to leverage the popularity of digital media like mobile phones (GSM, CDMA and IVRS) and the Internet, among soft drink consumers.
Kashmira Chadha, Director - Marketing, Coca-Cola India, said, “Coca-Cola in India has always believed in adding excitement, refreshment and fun to the lives of its consumers. The launch of ‘Thums Up Thunder Wheels’ initiative is yet another endeavour in this regard, wherein consumers get an opportunity to win attractive prizes. I am confident that our consumers would find the initiative extremely appealing.”
The digital initiative will run from March 17 to April 30, 2009. To create awareness about the ‘Thums Up Thunder Wheels’ digital initiative, the company would also be launching a TVC. The company is also planning to launch a separate TVC for the Andhra Pradesh market featuring Telugu cine star Mahesh Babu, which would be telecasted in leading TV channels in that state.
As part of an ‘under the crown’ initiative, consumers can take part in mobile registrations through an Interactive Voice Response System (IVRS). Consumers also get a chance to feed the unique number to the application downloaded from the website www.thumsupthunderwheels.com on to their computers. A computer-generated lucky draw would provide consumers a chance to win a TVS Apache RTR 160 motorcycle every hour for the next 45 days.