Thums Up launches the campaign "Toofan Uthao, World Cup Jao" as the official beverage partner of the ICC Men’s Cricket World Cup 2023.

The campaign aims to address the inner dilemma of cricket fans about which team will win the ICC Cricket World Cup this year.

[{"selector":"#anim-7df17888-7be7-4a88-ba49-0961193cc918","keyframes":{"transform":["rotate(-540deg) scale(0.1)","none"],"opacity":[0,1]},"delay":0,"duration":1000,"fill":"both","iterations":1}]

Thums Up leverages the unwavering passion of Indian cricket fans, becoming an embodiment of the nation's excitement and anticipation.

[{"selector":"#anim-327d55a0-1292-4f3c-9253-1013a84380b8","keyframes":{"transform":["rotate(-540deg) scale(0.1)","none"],"opacity":[0,1]},"delay":0,"duration":1000,"fill":"both","iterations":1}]

Consumers can participate in the campaign by purchasing Thums Up, finding a unique code, and collecting digital victory coins for a chance to watch the game live.

[{"selector":"#anim-ee9dbf0a-33fe-4c37-bbd4-379e892c00d0","keyframes":[{"offset":0,"transform":"translate3d(0, -258.55641%, 0)","easing":"cubic-bezier(.5, 0, 1, 1)"},{"offset":0.29,"transform":"translate3d(0, 0%, 0)","easing":"cubic-bezier(0, 0, .5, 1)"},{"offset":0.45,"transform":"translate3d(0, -72.70606249200002%, 0)","easing":"cubic-bezier(.5, 0, 1, 1)"},{"offset":0.61,"transform":"translate3d(0, 0%, 0)","easing":"cubic-bezier(0, 0, .5, 1)"},{"offset":0.71,"transform":"translate3d(0, -24.717992796000004%, 0)","easing":"cubic-bezier(.5, 0, 1, 1)"},{"offset":0.8,"transform":"translate3d(0, 0%, 0)","easing":"cubic-bezier(0, 0, .5, 1)"},{"offset":0.85,"transform":"translate3d(0, -9.282175119000001%, 0)","easing":"cubic-bezier(.5, 0, 1, 1)"},{"offset":0.92,"transform":"translate3d(0, 0%, 0)","easing":"cubic-bezier(0, 0, .5, 1)"},{"offset":0.96,"transform":"translate3d(0, -4.0334799960000005%, 0)","easing":"cubic-bezier(.5, 0, 1, 1)"},{"offset":1,"transform":"translate3d(0, 0%, 0)","easing":"cubic-bezier(0, 0, .5, 1)"}],"delay":0,"duration":600,"fill":"both"}]

The campaign celebrates India's immense love for cricket and serves as a journey of connection, empowerment, and collective joy throughout the ICC World Cup.

[{"selector":"#anim-0f5f0fa8-1f18-46cb-9a9b-59f41c6d9fc0","keyframes":{"transform":["translate3d(114.20119%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":1000,"easing":"cubic-bezier(.2, 0, .8, 1)","fill":"both"}] [{"selector":"#anim-7a31b2ab-f4c4-45d4-ba53-d46a633aaf26","keyframes":{"transform":["rotateZ(180deg)","rotateZ(0deg)"]},"delay":0,"duration":1000,"easing":"cubic-bezier(.2, 0, .5, 1)","fill":"forwards"}]

Thums Up's iconic split can packaging represents the dilemma of fans when predicting the World Cup winner.

[{"selector":"#anim-4139d1bd-75be-4c73-9893-2c9ad3a646b7","keyframes":{"transform":["rotate(-540deg) scale(0.1)","none"],"opacity":[0,1]},"delay":0,"duration":1000,"fill":"both","iterations":1}]

Tish Condeno, senior category director of Coca Cola India and South-West Asia, emphasizes the campaign's integration with India's love for cricket.

[{"selector":"#anim-9091bc53-a504-4d33-8eee-7a6b0e2b9a02","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-ecc9eb4a-1653-4bea-ac38-bba66963396d","keyframes":{"transform":["translate3d(0px, 613.83848%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}]

Renowned cricket commentator Harsha Bhogle is thrilled to be a part of the captivating campaign.

[{"selector":"#anim-5a53c268-798b-4bf4-80d8-358fad0cbf33","keyframes":{"transform":["translate3d(106.18556%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":1000,"easing":"cubic-bezier(.2, 0, .8, 1)","fill":"both"}] [{"selector":"#anim-dd32e4de-66cd-4ecf-8a6c-0d63e3ac465a","keyframes":{"transform":["rotateZ(180deg)","rotateZ(0deg)"]},"delay":0,"duration":1000,"easing":"cubic-bezier(.2, 0, .5, 1)","fill":"forwards"}]

The campaign seeks to amplify the excitement and make the ICC World Cup 2023 an unforgettable experience for fans across the nation.

[{"selector":"#anim-cb2deaf8-0d4b-4a21-a0ce-6c0cd5130ea4","keyframes":{"transform":["rotate(-540deg) scale(0.1)","none"],"opacity":[0,1]},"delay":0,"duration":1000,"fill":"both","iterations":1}]