July 22: Thums Up, Coca-Cola India's iconic billion-dollar homegrown brand, is reviving up India's biking culture with the return of ThunderWheels, its flagship biking platform. Fronted by cricketing icon Jasprit Bumrah, the campaign marks a renewed commitment to champion biking culture in India, inviting the next generation of riders to embrace the thrill, and freedom that defines the open road.
Driving the campaign is an action-packed brand film featuring Bumrah, bringing alive the toofani world of ThunderWheels, challenging every aspiring rider to chase experiences that are bold, thrilling and unapologetically Toofani. More than a campaign, ThunderWheels is a gateway into the world of biking, designed to bring together enthusiasts, creators and aspiring riders through immersive experiences, community engagement and opportunities that celebrate India's growing biking culture.
As part of the campaign, specially marked Thums Up packs become the gateway to unlock the Toofani biking experience. Consumers can scan the pack to enter the world of ThunderWheels and stand a chance to win exclusive biking rewards, including the coveted ThunderWheels bike through a lucky draw, making every pack an invitation to step into the world of biking.
Sumeli Chatterjee, Category Head – Sparkling Flavours, Coca-Cola India and South-West Asia, said:
"At Thums Up, our signature strong taste and high fizz represent a bold, adventurous spirit that has defined the brand for generations. Biking is more than a passion point for us; it's a natural expression of the Toofani spirit that drives everything we do. In its third year, ThunderWheels 3.0 brings riders closer to unforgettable experiences, stronger communities, and the thrill of the riding. We hope it inspires a new generation of young Indians to discover the joy of riding and live the Toofani spirit with every ride.”
Beyond the film, ThunderWheels will spark conversations across digital and social platforms by encouraging biking enthusiasts from across the country to share their own riding stories, adventures and passion, building one of India's largest celebrations of biking culture.
Through ThunderWheels, Thums Up continues to build on its Toofani legacy, celebrate and experience the exhilarating world of biking, one ride at a time.
