Coca-Cola India’s iconic beverage brand Thums Up has relaunched its flagship biking platform, ThunderWheels, with Indian cricket star Jasprit Bumrah leading the latest campaign. The initiative aims to strengthen India’s growing biking culture while encouraging a new generation of riders to embrace adventure, freedom and the brand’s signature ‘Toofani’ spirit.
The campaign is anchored by an action-packed brand film featuring Bumrah, who embodies the fearless and energetic personality that Thums Up has associated with its brand for decades. Through high-octane visuals and thrilling riding sequences, the film encourages young enthusiasts to step into the exciting world of biking and create memorable experiences on the open road.
Now in its third edition, ThunderWheels 3.0 goes beyond traditional advertising by creating a platform where biking enthusiasts, aspiring riders and creators can connect through shared experiences. The campaign focuses on building a community around India’s rapidly expanding biking culture while celebrating the passion and freedom associated with motorcycle riding.
As part of the initiative, consumers purchasing specially marked Thums Up packs can unlock exclusive ThunderWheels experiences. By scanning the QR code available on the promotional packs, participants can enter the ThunderWheels platform and stand a chance to win exciting biking rewards, including the flagship ThunderWheels motorcycle through a lucky draw. The brand says every promotional pack serves as an invitation to experience the excitement of biking.
Speaking about the campaign, Sumeli Chatterjee, Category Head Sparkling Flavours, Coca-Cola India and South-West Asia, said Thums Up has always represented boldness, adventure and intensity through its strong taste and high fizz.
She added that biking perfectly reflects the brand’s Toofani identity. According to her, ThunderWheels 3.0 has been designed to bring riders closer to unforgettable experiences, stronger biking communities and the thrill of riding. The company hopes the campaign will inspire more young Indians to discover the joy of biking and celebrate the adventurous spirit that defines the brand.
Beyond the brand film, Thums Up plans to extend the campaign across digital and social media platforms. Riders from across the country will be encouraged to share their biking journeys, road trip stories and memorable riding experiences, creating a larger online community centred around motorcycling and adventure.
The campaign reflects a broader marketing trend where brands are increasingly building lifestyle platforms rather than running standalone advertisements. By combining celebrity influence, interactive consumer participation and digital engagement, Thums Up aims to deepen its connection with India’s youth while reinforcing its long-standing positioning around adventure and excitement.
ThunderWheels has become an important part of Thums Up’s brand identity over the past few years, helping the company connect with India’s growing population of motorcycle enthusiasts. With the return of the platform and Jasprit Bumrah as its face, the company is looking to further strengthen its presence among young consumers who seek experiences beyond conventional marketing campaigns.
Through ThunderWheels 3.0, Thums Up continues to celebrate India’s evolving biking culture while encouraging riders to embrace every journey with confidence, excitement and the unmistakable Toofani attitude.
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