New Delhi: Global beverages major Coca Cola has launched a special festive season communication drive of its carbonated drink brand Thums Up to increase the brand’s footprints in the Indian market.

The initiative comes as a follow-up to the company’s announcement earlier this week of venturing into the 350 ml pack segment of all its major brands.

The company, however did not disclose the investment for its new campaign.

Coca Cola’s communication initiative and integrated marketing campaign would feature a TV commercial of bollywood star and Thums Up brand ambassador Akshay Kumar, complimented by a range of on-the-ground initiatives, including road shows and contests across all key markets.

According to industry sources, the company’s initiative is the part of the larger industry trend, which spends about 25% of the Rs400 crore advertisement budget in the soft drinks market during the festive season.

Coca Cola share in India’s carbonated soft drinks segment is around 57.8%, of which Thumps Up’s share stands at 14%, they said quoting ratings agency A C Neilsen’s figures.

“The latest Thumbs Up initiative being launched during the festive season aims at portraying the anything for my thunder attitude of the Indian male. To drive this message, an integrated communication plan, involving both above and below-the-line initiatives are being rolled out,” Coca Cola India director, marketing Kashmira Chadha said.

While the ‘Taste the Thunder´ TV commercial features Akshay Kumar performing acts like mountaineering and roller coaster ride, the company is also launching a similar initiative for the market in southern states featuring Tollywood star Mahesh Babu.