Celebrity Endorsement

Group Pathfinders
Introduction – Celebrity Endorsement
Celebrity Endorsement
 Thums-Up!!!
• Introduced by Chauhan Brothers in 1977 (The year
Coca-Cola exited India)
• Different taste proved to be a great differentiator
• Enjoyed a near monopoly
• In 1990, Pepsi entered Indian Markets
• To combat Pepsi, increased Cricket Sponsorship,
capacity from 250ml to 300ml
• Coca-cola entered India again in 1993
• Parle sold out Thums Up to Coke for US$60mn
 Thums-Up contd…
• Thums Up had 30% market share in 1993
• Coca-cola tried to kill Thums-Up to promote its other
drinks
• Decision changed
• Thums Re-launched
• Positioning
– Earlier as a refreshing drink
– Later Individualistic, masculine; due to its strong taste
– Strong drink in comparison to other colas
– Continues the same till date
 Thums Up - Endorsers
• Cricketers (Before 1993)
– Sunil Gavaskar
– Imran Khan

• Bollywood Actors
– Salman Khan (1993 to 2002)
– Akshay Kumar (2003 to till date)

• South Indian Actors

– Chiranjeevi
– Mahesh Babu
Akshay Kumar
Ad Campaigns
Ad Campaigns
Ad Campaigns
Conclusion