Coca-Cola India's Thums Up has rolled out a campaign, 'Ride Your Thunder', featuring cricketer Jasprit Bumrah to spotlight the return of its flagship biking platform, 'ThunderWheels'.

The campaign comprises an ad film.

In the 20-second film, Bumrah is shown playing a video game at home with popcorn and Thums Up on his coffee table. The table begins to rumble as the bottle tries to burst out energy unexpectedly and aims to bring the world of Toofani (stormy) alive. Bumrah sees the scanner for ThunderWheels and then is transformed to the high-energy world with a man on a motorbike doing stunts.

What we think about it: The film taps into Thums Up’s long-standing association with action and adventure, using Bumrah’s shift from a laid-back gaming session to a high-octane biking world to bring its ‘Toofani’ positioning alive. While the transition is visually energetic and keeps the brand’s thrill-seeking identity intact, the brief runtime leaves little room for the ThunderWheels platform itself to make a lasting impression.

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 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.”