Mumbai: Thums Up, Coca-Cola India’s iconic homegrown billion-dollar brand, has announced the return of ThunderWheels®, its flagship biking platform, aimed at celebrating India’s growing biking culture and inspiring a new generation of riders to embrace adventure, freedom and the thrill of the open road.
Fronted by cricketing icon Jasprit Bumrah, the latest edition of ThunderWheels brings alive the brand’s Toofani spirit through an action-packed campaign film. The campaign invites aspiring riders and biking enthusiasts to explore experiences that are bold, exciting and driven by the passion for riding.
More than a marketing campaign, ThunderWheels is positioned as a platform that connects biking enthusiasts, creators and riders through immersive experiences, community engagement initiatives and opportunities that celebrate India’s evolving biking ecosystem.
As part of the campaign, specially marked Thums Up packs will serve as an entry point into the ThunderWheels experience. Consumers can scan the packs to participate and stand a chance to win exclusive biking rewards, including the coveted ThunderWheels bike through a lucky draw, transforming every pack into an opportunity to experience the world of biking.
Commenting on the campaign, Sumeli Chatterjee, Category Head – Sparkling Flavours, Coca-Cola India and South-West Asia, said, “At Thums Up, our signature strong taste and high fizz represent a bold, adventurous spirit that has defined the brand for generations. Biking is more than a passion point for us; it’s a natural expression of the Toofani spirit that drives everything we do. In its third year, ThunderWheels 3.0 brings riders closer to unforgettable experiences, stronger communities, and the thrill of the riding. We hope it inspires a new generation of young Indians to discover the joy of riding and live the Toofani spirit with every ride.”
Beyond the brand film, ThunderWheels will engage biking communities across digital and social platforms by encouraging enthusiasts from across the country to share their riding journeys, adventures and experiences. The initiative aims to create a larger conversation around India’s biking culture while bringing together riders with shared interests and passions.
With the return of ThunderWheels, Thums Up continues to strengthen its association with adventure, resilience and bold experiences. Through the platform, the brand aims to further build its Toofani legacy by celebrating the spirit of exploration and the excitement of riding, one journey at a time.
