The partners of Thums Up, the rhythm maker Mohammed Siraj, Retail News, ET Retail

New Delhi: Thums Up, a local soft drink brand owned by global cola company The Coca-Cola Company, announced a partnership with Indian pacer Mohammed Siraj on Tuesday. Through its #PalatDe campaign, Thums Up would showcase the arduous journey of Mohammed Siraj, who despite his humble past and the challenges of everyday life, has become one of the top bowlers, according to a statement.

Arnab Roy, Vice President and Chief Marketing Officer of Coca-Cola India and South West Asia, said: “We are delighted to welcome Mohammed Siraj, one of the best bowlers in the world, on this exciting journey with us. . It’s inspiring to see how amazing people like Siraj have overcome real life challenges and become a symbol of national pride. Such inspiring stories resonate with the spirit of the brand. ”

Mohammed Siraj said: “I am sure this partnership will evoke the natural bond with cricket fans and showcase the resilience and hard work that players from a variety of backgrounds put in to overcome their challenges and represent the country. ”

The campaign, which is shot in Hindi and Telugu, is a tribute to Siraj’s life and struggles as well as his commitment to making his dreams come true.

It will also give viewers a chance to meet Siraj as well as chances to win other exciting prizes.

“It is in the continuity of the partnership of Thums Up with ICC (International Cricket Council) as an exclusive partner of non-alcoholic drinks”, he declared, adding that “through this association, Thums Up highlights his long-standing commitment to the sport and tells the stories of hard- work and dedication of true heroes. ”

ThumsUp was also a global partner of the Olympic Games, which recently took place in Tokyo from July 23 to August 8 of this year.

The Thums Up brand was launched by the Chuhan Brothers of Parle company in 1977 and was acquired by the Coca-Cola company in 1993.

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