Thums Up challenges the adventurous to scale Mount Everest

Company release, March 9, 2005

New Delhi

Thums Up dares Indians -through a unique promotion - Thums Up Everest Challenge 'Hai Dum?' - that provides Thums Up drinkers an opportunity to test their mettle on the slopes of Mount Everest.

Targeted at the youth, the campaign embodies the spirit of Thums Up and has been designed to reinforce the brand personality of the product-macho, outgoing, adventurous, and fearless. The Thums Up challenge will pan the Indian landscape for over a month, with local challenge rounds in 16 cities. The winners of 16 city finals will be pitted against each other at a Challenge Camp in Shivpuri,, Uttaranchal to undergo a grueling test of strength and stamina under the leadership of Colonel Kumar. Colonel Kumar is the first Indian to reach the height of 28,300 ft at Mount Everest in 1960. The victorious amongst the 16 contestants will attempt the climb to Mount Everest and take home a cash prize of Rs 10 lakhs.

Besides this, each winner of the regional rounds goes home riding a special edition Enfield Machismo bike and some outstanding performers also stand a chance to win adventure packages across India.

Mr. Vikas Gupta, Vice-President Marketing, Coca-Cola India, said, "This campaign truly personifies the spirit of Thums Up - the spirit of adventure, of thrill, of heroism. Today the youth has become much more adventurous and relates to the brand proposition of Thums Up. We are expecting a good response to this unique initiative. I am very optimistic about the campaign and am sure the youngsters will have a great time participating in it."

The entire campaign is supported by an integrated marketing and communications plan that includes a TVC featuring Akshay Kumar, the brand ambassador for Thums Up. The TVC, conceptualized by Leo Burnett was launched on March 3 across all mainline channels inviting the youth across India to display what levels of toughness they can undertake to taste their Thums Up. Other marketing programs lined up for the promotion of Thums Everest Challenge - Hai Dum? include activation of key accounts, promotional activities in colleges & marketplaces and an extensive road-show covering the country.

For over a month, the Indian youth have an excellent opportunity to test their tenacity and have fun at the same time. The campaign, to be carried out on a Himlayan scale, will span across sixteen cities in India, which include; Mumbai, Kolkata, Bangalore, Ghaziabad, Hyderabad, Pune, Ahemadabad, Indore, Jaipur, Vizag, Kanpur, Lucknow, Patna, Jamshedpur, Bhuvaneshwar, and Meerut. From its commencement to its culmination, the activity shall enthrall the youths for over a month.

About Coca-Cola

Coca-Cola India refreshes millions of consumers throughout the country with an exciting range of beverages, including Coca-Cola, Diet Coke, Thums Up, Fanta, Limca, Sprite, Maaza, Sunfill, Georgia, Georgia Gold, Kinley and Kinley Club Soda through a network of more than one million outlets. The company has invested more than US$ 1 billion in its Indian operations, emerging as one of the country's top international investors and employs approximately 6,000 people in India.

For further information on company's Indian operations and its products, please visit www.cocacolaindia.com and www.myenjoyzone.com

For further information, please contact: Madhavi / Viren , Perfect Relations

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