to Coca-Cola, Thums Up had a market share of 85 percent in India. Relaunch Despite its strong overall equity, the brand was losing its popularity among the core cola-drinking age group of 12- to 25-year-olds, partly due to a lack of advertising. At first, Coca-Cola cut advertising and production for Thums Up to drive customers to their flagship brand, but soon realised that Thums Up customers would turn to Pepsi instead of Coca-Cola, were Thums Up withdrawn from the market. Instead, Coca-Cola decided to use Thums Up as a rival brand to Pepsi. The Coca-Cola Company by this time had about 60.5% share of the Indian soft-drink market but found out that if it took out Thums Up, it would remain with only 28.7% of the market, hence Thums Up was re-launched, targeting 30- to 40-year-olds. The brand was re-positioned as a "manly" drink, drawing on its strong taste qualities. Thums Up started an advertising campaign directly attacking Pepsi’s television commercials, focusing on the strength of the drink hoping that the depiction of an "adult" drink would appeal to young consumers. "Grow up to Thums Up" was a successful campaign. The brand's market share and equity increased. Ingredients carbonated water, sugar, acidity regulator (E338), and caffeine. The beverage also contains natural colour (150d) and added flavours ("natural, nature identical and artificial flavouring substances"). Logo and marketing The original Thums Up logo was a red thumbs up hand gesture with a slanted, white, sans-serif typeface. This would later be modified by Coca-Cola with blue strokes and a more modern-looking typeface. The famous slogan until the early 1980s was "Happy days are here again", coined by copywriter, Vasant Kumar. The slogan later became "I want My Thunder", and subsequently "Taste the thunder!" Product placement in films was used in the 1980s with Thums Up appearing in the background of many Hindi films. Advertising campaigns from Thums Up build on its "strength" and its perception as a macho drink. In February 2012, popular South Indian actor Mahesh Babu became a spokesperson for Thums Up. In October 2012, Coca-Cola India signed Salman Khan once again as the brand ambassador of Thums Up. The company has also tied with Salman Khan's movie Dabangg 2 and his charitable organisation as part of the deal. In 2022, the company launched its ads campaign "Toofan" with Indian cricketer Jasprit Bumrah aiming to inspiring the audiences to reach their