‘PalatDe’ moments by teaming their strong, unshakeable belief systems and undying spirits with the taste of the product. A similar video ad was created showcasing Mohammed Siraj as the Indian fast bowler. Popular Bollywood actor Shah Rukh Khan became brand ambassador. A new ad campaign was launched as #ThumsUpStrong spirit. The strong unique taste of the brand is naturally weaved into strength as an emotion, that urges the drinkers to stay strong and believe in their dreams. Teaming with South Indian actor Vijay Deverakonda, the company released its action-packed campaign to build on the strong taste and experience. Sponsorship Cricket Thums Up was a major sponsor of cricket matches and also had a notable presence at the Sharjah cricket matches. In the early 1980s, it came out with several postcards featuring Sunil Gavaskar and Imran Khan. Indian motorsports Besides cricket, Parle’s southern bottler was a major sponsor of Indian motorsport in the 1980s. In addition to sponsoring several Indian track drivers in Sholavaram races, they sponsored several regional car and bike rallies. They were also associated for several seasons with the Lakshmi Mills Super Speeds team. 2020 Olympics Thums Up announced a worldwide partnership with the 2020 Summer Olympics in July 2021 to commemorate the 100th year of India's participation in the Olympic Games. The brand rolled out a special athlete packaging, featuring Indian Olympians Bajrang Punia, Manu Bhaker, Vikas Krishan Yadav, Deepika Kumari, and Atanu Das. Tokyo 2020 Paralympics The company announced a worldwide partnership with the Tokyo 2020 Paralympics in August 2021. 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). Celebrity endorsements Post 1990s, Thums Up's celebrity endorsers were: Akshay Kumar Salman Khan (until 2016) Ranveer Singh Chiranjeevi Mahesh Babu (until 2021) Vishal Reddy Vijay Deverakonda (since 2022) Jasprit Bumrah (since 2022) Shah Rukh Khan Awards and recognition According to the Brand Trust Report 2012 published by Trust Research Advisory, a brand analytics company, Thums Up was positioned 140th among India's most trusted brands. The Economic Times ranked Thums Up at 21st place in its Most Trusted Brands report. In Brand Trust Report 2013, Thums Up was ranked 170th among the most trusted brands in India. According to the Brand Trust Report 2014, Thums Up was at 66th position among India's most