Thumps Up rides on Vijay Devarakonda Toofan

The soft drink market in India witnessed a war between giants Pepsi Co and Coca-Cola. For many decades Coca Cola and Pepsi Co used to come up with intense campaigns and implement marketing strategies and captured the attention of people and Genex youngsters by roping in top celebrities as brand ambassadors. 

This year, Rowdy Star Vijay Devarakonda endorsed Coca-Cola brand Thumps Up soft drink, and Vijay Devarakonda's fan following among youngsters across the country and his celebrity status, stardom helped the brand so much so that its market share witnessed a huge 20% growth which is enormous. 

This is a record and is a decade high according to the Thumbs Up marketing executives and top management. While the three Cola brands Thums Up, Sprite, and Coca-Cola, Pepsi Co brand slipped to less than 5%. The brand launched the action-packed 'Toofan' campaign with actor Shah Rukh Khan, cricketer Jasprit Bumrah, and Telugu actor Vijay Deverakonda ahead of this summer season.