Brand History: Thumbs Up

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Thums Up
From Wikipedia, the free encyclopedia

Thums Up|
Type| Cola|
Manufacturer| The Coca-Cola Company|
Country of origin| India|
Introduced| 1977[1]|
Related products| Coca-Cola, Pepsi, Campa Cola|
Thums Up is a brand of cola in India.[2] The logo is a red thumbs up. It was introduced in 1977 to offset the expulsion of The Coca-Cola Company from India. The brand was bought out by Coca-Cola who re-launched it in order to compete against Pepsi. As of February 2012, Thums Up is the leader in the cola segment in India, commanding approximately 42% market share and an overall 15% market share in the Indian aerated waters market.[3] -------------------------------------------------


During the late 1970s, the American cola giant Coca-Cola abandoned operations in India rather than make a forced sale of 60% of their equity to an Indian company.[4] Following this, the Parle brothers, Ramesh Chauhan and Prakash Chauhan, along with then CEO Bhanu Vakil, launched Thums Up as their flagship drink, adding to their portfolio of older brands Limca (lime flavour) and Gold Spot (orange flavour).

Thums Up Hill near Manmad
The Thums Up logo was a red 'Thumbs Up' hand gesture with a slanted white sans-serif typeface. This would later be modified by Coca-Cola with blue strokes and a more modern-looking typeface. The picture of the hill shows the Manmad Hills, popularly known as the "Thums Up Mountain" or the "Thums Up Pahaar" (in Hindi), because it has a natural top like the "Thums Up" logo and is a popular sight from trains. Its famous caption until the early 1980s was, "Happy days are here again", coined by then famous copywriter, Vasant Kumar, whose father was spiritual philosopher U. G. Krishnamurti. The caption became "I want My Thunder", which is currently "Taste the thunder!" Thums Up enjoyed a near monopoly with a much stronger market share often overshadowing its...
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