Relaunch ĭespite its strong overall equity, the brand was losing its popularity among the core cola-drinking age group of 12- to 25-year-olds, partly due to a lack of advertising. When these were sold to Coca-Cola, Thums Up had a market share of 85 percent in India. Later in the year, Coca-Cola bought the Parle-owned drinks Gold Spot, Limca and Thums Up for $60 million. In 1993, Coca-Cola re-entered the market, and the three companies competed intensely. This nickname gained popularity in smaller towns where people would ask for "Maha Cola" instead of Thums Up. Thums Up also introduced a larger 300 ml (10 US fl oz) bottle, branded "MahaCola" (meaning 'great cola' the original size was 250 ml (8.5 US fl oz)).
Thumbs up drawing movie#
Pepsi advertisements included major Indian movie stars like Juhi Chawla, while Thums Up increased its spending on cricket sponsorship. Thums Up and Pepsi subsequently engaged in heavy competition for endorsements. In 1991, when the Indian government opened the market to multinationals, Pepsi was the first to come in. They originally planned to name the drink “Thumbs Up,” but removed the “b” to make the name unique. After much testing and experimentation, the Chauhan brothers and their research team created a cola that was fizzier and spicier than Coca-Cola. The company also wanted the drink to be fizzy, even when it was not ice-cold, so it could be sold by vendors. Ramesh Chauhan had developed the formula from scratch, experimenting with ingredients such as cinnamon, cardamom, and nutmeg. Thums Up quickly became the most popular cola brand in India and achieved a near monopoly among cola products in India during the 1980s, above other cola products such as Campa Cola, Double Seven, Dukes and United Breweries Group's McDowell's Crush.
The Chauhan brothers owned part of the Parle company and already had two other brands of soda, Limca and Gold Spot, which were popular in India at the time. Thums Up was created in 1977, after the American company Coca-Cola withdrew from India, due to regulations requiring it to disclose its formula and sell 60% of its equity to an Indian company under a government plan for foreign-owned companies to share stakes with domestic partners.
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