Description
Creators became catalysts for change. At a time when Thums Up championed “Dum Hai Toh Dikha,” creators enabled others to prove it. When a small creator named Parv asked for a shot to show his mettle, Thums Up enabled Raftaar to hand over his platform, followed by creators like Dharmesh and Vidyut Jammwal. This shifted creators from promoters to enablers. Every moment was turned into social media content across posts and reels, driving 140M reach, 3.2M engagement, and 200M reel views, amplifying authenticity and impact.
