Thums Up which is 1 of the virtually resilient brands inward the Indian marketplace was inward the tidings of late when the nurture Coca-Cola decided to drib Salman Khan equally the construct ambassador. ( source). The reports likewise advise that the construct is inward talks amongst histrion Ranveer Singh
to supervene upon the Khan. That points to a celebrity trap which this construct has fallen into. It is truthful that Thums Up has ever been promoted using a celebrity, live on it Akshay Kumar or Salman Khan, but the fact is that Thums Up has moved into a pose where it cannot intend of a promotional strategy sans a celebrity. That is why the tidings study announcing Salman's piece of occupation out likewise advise the search for novel celebrity.
Soft quaff brands are ever later celebrity equally if at that spot is no being without a famous personality endorsing it. While at that spot are a lot of advantages of using a celebrity, the fact remains that slow but surely, the construct together with the construct managing director loses confidence to become without the back upwards of celebrity.
It is misfortunate to encounter the same affair happening for Thums Up. The construct doesn't ask a celebrity. In the brand's early on years, the equity of the construct was built from within. Now the construct is trying to detect a celebrity together with hence that it tin laissez passer on the sack depend on the celebrity for equity which, at to the lowest degree theoretically, is bad for the brand. Thums Up has the innate forcefulness which made it overcome the existential crisis when the owners decided to kill it. That forcefulness was non from whatever celebrity endorsement but the icon of a stone oil resilient brand. Coca-Cola should at to the lowest degree attempt making the construct stand upwards on its ain rather than going the like shooting fish in a barrel agency out.
