Description
The campaign tapped into performance-driven talent. At a time when Thums Up championed “Dum Hai Toh Dikha,” talent got a stage to prove it. When a small creator named Parv asked for a shot to show his mettle, Thums Up enabled his breakthrough through Raftaar’s platform. The idea expanded across creators, spotlighting emerging talent. Every moment became social media content through curated posts and reels, driving 200M reel views and strong engagement, reinforcing the brand’s role in creative culture.
