Description
DumdaarTakeover was born from a user’s comment. At a time when Thums Up championed “Dum Hai Toh Dikha,” it turned participation into proof. When a small creator named Parv asked for a shot to show his mettle, Thums Up turned that into a co-created movement. Emerging talent, established creators, and audiences shaped the narrative together. Each takeover generated fresh content, all amplified through posts and reels, driving 200M reel views and 3.2M engagement, proving the power of co-creation at scale.
