Coca-Cola India hikes Thums Up ad spend, signs on Chiranjeevi
This will be the Year of Thums Up, as far as beverages giant Coca-Cola India is concerned. The company is gearing up to build the Thums Up brand equity in a big way by raising ad spends and signing up macho superstars.
After getting Bollywood heart-throb Salman Khan to throw the 'Grow Up to Thums Up' challenge, the company has signed on southern superstar Chiranjeevi to sell the concept in the southern markets. Any similarity between the on-screen personalities of the two stars is purely intentional, for Coca-Cola is looking at strengthening the 'strong and macho' image of the brand. Surveys conducted by the company have revealed that almost 78 per cent of the customer base of the brand is male.
The latest moves are part of a two-and-a-half month of ad blitz aimed at building on the intrinsic equity of the Thums Up brand.
"This is one of our largest campaigns for the brand this year, the year of Thums Up," a company official told NetScribes.
"This is a critical campaign for us. You will see a lot of these heavy-duty ads on channels like Sony, Zee and Star in the coming days."
Company sources confirmed that the brand's ad spend has been "substantially hiked" this year, but refused to divulge the amount. Industry sources put the company's total ad spend last year at Rs 150-200 million.
After launching the first creative of the new 'Grow Up To Thums Up' campaign in February, the company promises to follow it up with another 5-6 in the coming months. The new campaign takes a break from the much successful 'Taste The Thunder' tagline, which will return with summer around April.
As in the past, the new campaign is being handled by Leo Burnett.
The company is also planning several on-ground promos to run along the campaign. "All of them will aim at building the strong taste equity of Thums Up," said the source.