Thums Up smartly captures the Indian market by capitalizing on the ‘83 Cricket World Cup victory and Bollywood. Cut to 1997, Coca Cola is compelled to relaunch Thums Up due to its popular demand, despite hoping to crush it when they had bought it. Thums Up uses popular celebrities and unconventional marketing techniques to sell the idea of masculinity and adventure to a vibrant, new generation. But is it able to win the Indian hearts in this modern world?Correction note: India won the Cricket World Cup in 1983. Brand Excavations is a podcast where we unearth the dramatic and real stories behind India’s most iconic brands. Find out how these companies have revolutionized what you buy and how you live! Brought to you by Bound, a company that helps you grow through stories. Follow us @boundindia on all social platforms for updates on this podcast or take a look at their other podcasts.In collaboration with Shruti Taneja, a marketing professional and an entrepreneur who is building Stumble, India’s first search engine to discover modern consumer brands and Paired, a matchmaking platform to optimize partnership marketing. Follow her on LinkedIn.Produced by Aishwarya JavalgekarEditing and soundtrack by Aditya AryaNarration by Tavish BhattacharyaArtwork by Artisto DesignzSubscribe to the Brand Excavations Newsletter and receive new brand stories in your inbox every week!

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