Thums Up Unveils Stump Cam Campaign Ahead of the ICC Men’s T20 World Cup 2022



Delhi, India:

  • Thums Up’s new digital-first, multi-tech marketing campaign will present unique entry to Toofani match moments through the progressive “Stump Cam”
  • The marketing campaign movies function ‘Toofani’ cricketers Jasprit Bumrah, Umran Malik, Brett Lee

With the ICC T20 Men’s World Cup simply round the nook, Thums Up, Coca-Cola India’s first billion-dollar homegrown model, has unveiled a brand new ‘StumpCam’ marketing campaign to supply audiences with unique entry to match footage and content material. Thums Up will probably be adopting a digital-first, multi-tech advertising method to drive shopper engagement for the content-led marketing campaign.
The marketing campaign, which options famend cricketers and celebrity bowlers Jasprit Bumrah, Umran Malik, and Brett Lee, goals to amplify Thums Up’s new “Stump Cam” providing, which is able to provide an exciting view into unique ’Toofani’ match moments, straight from the pitch. After every World Cup match, the Stump Cam video of ‘Toofani’ cricketing moments will probably be accessible to viewers by scanning a QR code on the Thums Up bottle. The providing will allow cricket lovers to entry distinctive content material from the event like by no means earlier than.
Commenting on the new marketing campaign, Arnab Roy, Vice President & Head-Marketing, Coca-Cola India & Southwest Asia, mentioned, “Cricket is a shared passion which connects billions of fans across genders, generations, and cultures. We are always finding innovative ways to activate passion points like cricket and especially the ICC T20 World Cup. Thums Up’s “Stump Cam” will provide audiences the most ‘Toofani’ view of key moments of the event – leveraging the Stump Cam footage was a disruptive alternative that will convey to followers an entire new approach of experiencing the sport. We are elated to have on board with us India’s lead bowler and star Jasprit Bumrah, who’s an indispensable asset for the Indian crew; Umran Malik, who’s touted as the quickest bowler in the nation at this time; and one of the legends of the sport, Brett Lee. This is the first time we’re doing a content-led marketing campaign, voiced by cricketing stalwarts like Harsha Bhogle.”
Commenting on his affiliation with Thums Up, Indian quick bowler Jasprit Bumrah, mentioned, “Thums Up has been a longstanding partner and supporter of events and athletes across sporting formats and I’m extremely happy to have been associated with it for over a year now. It’s exciting to bring to cricket lovers and fans the brand’s new offering “Stump Cam” which is able to allow them to entry thrilling cricketing content material from a never-seen-before angle, straight from the pitch and get nearer to the sport.”
Brett Lee, Australian former worldwide cricketer and one of the quickest bowlers of his time, added, “I am ecstatic to be partnering with India’s most iconic soft beverage brand Thums Up, for their new StumpCam campaign. I have lived and breathed cricket all my life, and I am thrilled to be part of Thums Up’s “Stump Cam” providing, which is able to excite shoppers past measure because it offers them the final view of key match moments as in the event that they have been watching it proper from the pitch. #WicketSeCricket!”
The marketing campaign movie has been conceptualized by Ogilvy. Sukesh Nayak, Chief Creative Officer, Ogilvy India says, “Thums Up’s ‘Stump Cam’ is the most daring end-to-end experience idea. It’s the most Toofani, the closest possible view of the ICC T20 Men’s World Cup. And the ticket for this is the Thums Up bottle. We are proud to conceptualise and execute this end-to-end engagement idea in partnership with some incredible partners from the world of content. #WicketSeCricket campaign is an invitation for every Thums Up drinker to experience a Toofan he or she hasn’t had so far.”
Ritu Sharda, Chief Creative Officer, Ogilvy India- North, provides, “From sitting on tree-tops, to gathering around paan shops, India has watched cricket in every possible way. But we wanted to give Thums Up fans an opportunity to get the most toofani ‘view’ in the house and frankly that’s where Thums Up Stump Cam found its genesis. We wanted people to really feel the rush of a ball coming right at them at 95 mph. We wanted them to experience cricket, like a cricketer does, right from the middle of the pitch. We are partnering with ICC and Oaktree Sports, for a 24-hour match to pack to screen marathon, making World Cup 2022, the most toofani World Cup you have ever seen. Dum hai toh dekho #WicketSeCricket.”
Thums Up has been a longstanding companion of the ICC (International Cricket Council). The Coca-Cola Company has a protracted historical past of partnering with main sporting occasions round the world, together with an eight-decade lengthy affiliation with the Olympics, 4 many years with the FIFA, and almost 25 years with World Cup Rugby. These associations with sporting occasions underscore the firm’s philosophy of endeavoring to be an element of the joyous moments and events of its shoppers.
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About Coca-Cola India


Coca-Cola in India is one of the nation’s main beverage firms, providing a spread of wholesome, protected, high-quality, refreshing beverage choices to shoppers. Since its re-entry in 1993, the firm has been refreshing shoppers with its beverage merchandise – Coca-Cola, Coca-Cola No Sugar, Diet Coke, Thums Up, Thums Up Charged, Thums Up Charged No Sugar, Fanta, Limca, Sprite, Sprite Zero, Maaza, VIO flavoured milk, Minute Maid vary of juices, Minute Maid Smoothie and Minute Maid Vitingo, Georgia vary of cold and warm tea and low choices, Aquarius and Aquarius Glucocharge, Schweppes, smartwater, Kinley and Bonaqua packaged ingesting water and Kinley Club Soda. The Company together with its owned bottling operation and different bottling companions, by a powerful community of over 2.6 million stores, touches the lives of hundreds of thousands of shoppers, at a fee of greater than 500 servings per second. Its manufacturers are some of the most most well-liked and most offered drinks in the nation, with Thums Up and Sprite being the prime two promoting glowing drinks.


The Coca-Cola India system supplies direct employment to 25,000 folks and oblique employment to greater than 150,000 folks. The Coca-Cola system in India is contributing in its personal small strategy to constructing sustainable communities by neighborhood initiatives below World Without Waste, Fruit Circular Economy, water stewardship, girls empowerment, and lots of others. For additional data on the firm’s India operations and its merchandise, please go to: and

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