It is no secret that I have been closely associated with Coca-Cola India, participating in numerous events with and for the brand for over a decade. Thums Up has always been my drink of choice and is part of our childhood memories in India. Collecting the Thums Up flickers, as well as the cricketers’ photos hidden under bottle caps, brings back fond memories that connect me to the brand. Buying a Thums Up bottle on Devon Avenue in Chicago, in Soho, Birmingham, or in grocery stores in downtown Melbourne was always a delight—it was a connection to India and very much a part of who I am.
It was only natural that I would want to associate with Thums Up and Coca-Cola India as part of the Trailblazers Conclave. The Coca-Cola Company has a strong commitment to Olympic and Paralympic sport, and in 2028 it will celebrate 100 years of association with the Olympic movement. It is also a close supporter of FIFA and global football. The recently concluded Coca-Cola FIFA Trophy Tour of India was a roaring success, during which it announced its support for India’s U-17 women’s football team.
From the very beginning of RevSportz, Thums Up has been part of our growth story. We have collaborated on shows with Thums Up, and the brand resonates perfectly with our goal of disruption. With its new, smarter, and more attractive brand identity, the synergy with Thums Up is stronger than ever.
One of my favourite advertising campaigns, which has left a lasting legacy on Indian sport, is the Thums Up “Palat De” campaign. Conceptualised and executed during the 2021 Tokyo Paralympics, its messaging was strong, powerful, and truly toofani in Thums Up language. Few campaigns have celebrated parasport with such verve, and India’s 19-medal haul made it even more timely. I also recall a WhatsApp group we maintained with RevSportz reporters and Thums Up senior management during the 2024 Paris Paralympics, where every Indian medal was celebrated with enthusiasm.
Against this backdrop, we are proud to announce the partnership between RevSportz and Thums Up for Trailblazers Conclave 4.0. Some associations are meant to happen, and this was certainly one of them. I am grateful for the support of Sanket Ray, Arnab Roy, Grieshma Singh, Sumeli Chatterjee, Shantanu Gangane, and Kaustubh Jha. There will be some truly toofani sessions at the conclave, and everyone attending will surely Taste the Thunder in Kolkata from March 14–17, 2026.
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