The brand was later bought by Coca-Cola who re-launched it in order to compete against Pepsi to capture the market.

[4][5] The Chauhan brothers owned part of the Parle company and already had two other brands of soda, Limca and Gold Spot, which were popular in India at the time.

[6] Ramesh Chauhan had developed the formula from scratch, experimenting with ingredients such as cinnamon, cardamom, and nutmeg.

After much testing and experimentation, the Chauhan brothers and their research team created a cola that was fizzier and spicier than Coca-Cola.

Pepsi advertisements included major Indian movie stars like Juhi Chawla,[8] while Thums Up increased its spending on cricket sponsorship.

[10] Despite its strong overall equity, the brand was losing its popularity among the core cola-drinking age group of 12- to 25-year-olds, partly due to a lack of advertising.

[14] The original Thums Up logo was a red thumbs up hand gesture with a slanted, white, sans-serif typeface.

[20] A similar video ad was created showcasing fast bowler Mohammed Siraj.

The brand rolled out a special athlete packaging, featuring Indian Olympians Bajrang Punia, Manu Bhaker, Vikas Krishan Yadav, Deepika Kumari, and Atanu Das.

[27] The brand rolled out a special athlete packaging, featuring six athletes including Mariyappan Thangavelu (high jump), Sakina Khatun (powerlifting), Suyash Yadav (swimming), Navdeep Singh (javelin throw), Sumit Antil (javelin throw), and Avani Lekhara (shooting).