CLIENT
Coca-Cola India
1. Sriganesh TV - Senior Manager, Marketing
2. Arnab Roy - Vice President and Head of Marketing , India and South West Asia Operating Unit
3. Tish Condeno - Senior Category Director, Sparkling Flavors (India & Southwest Asia)
4. Sumeli Chatterjee - Head - Integrated Marketing Experiences (IMX)
AGENCY
1. Rohitash Srivastava - Head of Planning, North India
2. Pritish Mukherjee - Senior Planning Director
3. Shailender Mahajan - Group Creative Head
4. Kingshuk Dey - Group Creative Head
5. Rishi Pande - Creative Director
6. Vishal Yadav - Associate Creative Director
SUMMARY
This is a case about how a native Indian cola brand, Thums Up, went against all odds to become a market leader at a time when COVID-19 tore through the carbonated beverage industry. The secret to Thums Up’s success was an outcome of the brand’s courage to overturn traditional cola marketing conventions on their head. Instead of delighting the over-delighted urban youth, Thums Up went all out to appeal to the upcountry Indian youth. The efforts led to a 56.91% increase in Quarterly sales compared to pre-pandemic period.
