Thums Up’s new campaign ‘Soft drink nahi, Toofan’ doesn’t just establish its brand narrative but also brings back Bollywood baadshah Shah Rukh Khan’s thunder. Earlier, Shah Rukh Khan was ...

This is a case about how a native Indian cola brand, Thums Up, became India’s first billion USD beverage brand, in a time when COVID-19 tore through the carbonated beverage industry. More importantly, ...