Thums Up rolls out digital initiative

Coca-Cola has rolled out a national digital initiative for its leading carbonated brand Thums Up. Titled 'Thunder wheel'. The campaign aims to leverage the popularity of digital media like mobile phones and internet amongst its target audience.

The campaign began yesterday and will run up to April 30, 2009. Consumers can participate in a draw of lot to win TVS Apache RTR 160 motorbikes, Coca Cola India said in a statement. 

Applicable to 200ml and 300ml returnable glass bottles (RGB) besides all sizes of PET bottles, the campaign invites the consumers to SMS a unique code under the crown to win a TVS Apache RTR 160 bike every hour for the next 45 days.

Kashmira Chadha, director -marketing, Coca-Cola India says that Coca-Cola in India has always believed in adding excitement, refreshment and fun into the lives of its consumers. She said the initiative would be applicable for returnable glass bottle of 200 ml and 300 ml, besides PET bottles of up to 2.25 litre. The company is also planning to launch a television commercial as part of the campaign, she added.