Brand SRK Takes Thumbs Up To Decade-high Market Share, READ MORE!

Earlier Shah Rukh Khan has endorsed various soft drink brands which has impacted the growth on a very huge scale resulting in the final growth of the company.

Thumbs Up, the home-grown cola brand that tops the ₹50,000-crore packaged carbonated soft drinks market in the country, has hit a decade-high market share of 20%, two industry executives said, citing July-August 2022 data sourced from NielsenIQ.

Arnab Roy, vice-president and head, marketing at Coca-Cola India and Southwest Asia, said Thums Up has grown in double digits year on year, powered by its ‘soft drink Nahin, Toofan’ campaign among other factors. 

One of the major factors to show this growth is that Shah Rukh Khan, the king khan of bollywood, had been approached to endorse the brand. 

Earlier Shah Rukh Khan has endorsed various soft drink brands which has impacted the growth on a very huge scale resulting in the final growth of the company. The King Khan of bollywood who has an aura and a very gentle gesture has impacted the whole bollywood by doing a short cameo in the film ‘brahmastra’. 

“Thums Up has had a distinct and consistent positioning all these years of being a strong and masculine brand, its taste goes very well with the Indian palette and spicy cuisine, and it has had a strong loyal consumer base in key markets even during the early days when it was not advertised much,” Desai said. “Many other rival fizzy drink brands have not had that one distinct identity…something Thums Up has,” he added.

 

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