In a move that promises to redefine how cricket fans engage with the sport, India’s homegrown beverage brand Thums Up, a subsidiary of The Coca-Cola Company, has joined forces with streaming giant Disney+ Hotstar. The collaboration has given birth to ‘Thums Up Fan Pulse,’ an interactive platform designed to elevate cricket conversations and fan participation to unprecedented levels.
- Innovative Collaboration: Thums Up and Disney+ Hotstar unveil ‘Thums Up Fan Pulse,’ a first-of-its-kind platform aimed at transforming cricket fan engagement.
- Expert Line-up: The series features cricket legends like Sourav Ganguly, Yuvraj Singh, and Harsha Bhogle, offering unparalleled insights into the upcoming ICC World Cup.
- Tech-Driven: The platform leverages data analytics and social listening to offer personalized content experiences across various channels.
- Interactive Features: Fans can scan a QR code on Thums Up packs to share their views and become part of the Thums Up Fan Pulse community.
The initiative is not just another digital platform; it’s a dynamic space where fans can engage in passionate discussions, interact with cricket experts, and even pose the age-old question: “Will India win?” The series is hosted by Harsha Bhogle, often referred to as the “voice of cricket,” and features an all-star panel of cricket legends including Sourav Ganguly, Yuvraj Singh, Gautam Gambhir, and Virendra Sehwag.
Moreover, the platform is a technological marvel. By integrating data analytics, tech capabilities, and social listening, Thums Up Fan Pulse offers a tailored content experience for every cricket aficionado. Whether it’s through packaging, digital platforms, or out-of-home advertising, the initiative ensures that fans are not just spectators but active participants in the cricket dialogue.
Tish Condeno, Senior Category Director of Sparkling Flavors at Coca-Cola India and South-West Asia, expressed enthusiasm about the launch. “Our aim is to unite cricket enthusiasts, engage fans, and build up the excitement for the upcoming ICC World Cup,” said Condeno.
Ajit Varghese, Head of Network – Ad Sales at Disney Star, also weighed in on the partnership. “Cricket is a game that engages both the heart and mind. This collaboration quenches our national thirst for cricket with a perfect blend of logic and passion,” he stated.
In the Asia Pacific, where cricket is more than just a sport—it’s a religion—the Thums Up Fan Pulse is poised to become a cornerstone in how fans interact with the game. By offering a variety of content formats, from episodic series to bite-sized content, the platform keeps the ICC World Cup excitement at fever pitch.