Mumbai: Thums Up, the iconic homegrown beverage brand under The Coca-Cola  Company, is thrilled to unveil the next chapter of its association with ICC Men’s Cricket World Cup  through the launch of the campaign "Thums Up Utha, India India Macha". The campaign has highlighted the relentless determination of our players for the upcoming World Cup, hopeful of driving and motivating fans to believe in India’s journey to victory.

The exhilarating chapter features cricket icons- Ravindra Jadeja, Jasprit Bumrah, Mohammed Siraj, and  the dynamic captain Rohit Sharma in a film that is centred around – ‘making India believe in Team  India’. The heart of the campaign lies within its unique storytelling, brought to life by none other than The King of Bollywood, Shahrukh Khan as the ‘Voice of Belief.’

The narrative delves into the current emotions of Indian cricket fans – the passionate heart that  fervently believes ‘India Will Win!’ with the mind that contemplates- ‘Will India Win?’ This tussle of  emotions is brilliantly encapsulated in Thums Up’s iconic Split Can, visually portraying the dynamic  interplay.  

Commenting on the launch of the next chapter of ICC World Cup Campaign, Coca-Cola India and South West Asia VP & marketing Arnab Roy said, “Thums Up's partnership with the  ICC Men’s Cricket World Cup aims to empower fans and voice their opinions. Our collaboration with  King Khan and the cricket icons of the country further cements our dedication to elevate fan  engagement and showcases our unwavering support for Team India to bring the World Cup back home. We will do this through tech led, real time responses from expert panels and credible influencers that  encourage everyone to keep rooting for our team.”

Ogilvy India CCO Sukesh Nayak said, "The adversary isn't always external; at times,  it's our own doubt, becoming our greatest adversary. To overcome this, we must summon our inner  beliefs. Our idea is based on this strong cultural insight – while all of us want Team India to win, a few  not so great results & the mind starts creating doubt."

"So as the ICC World Cup inches closer, Thums Up's commitment to celebrating our players' resilience  & creating unforgettable moments for fans remains steadfast, setting the stage for a truly Toofani  World Cup."

With an integrated approach, the brand aims to be on top of every relevant conversation and milestone  moment, during the ICC World Cup 2023.