<P> Starting in 1990, Pepsi became a big competitor for Thums Up when it joined the market in India . The two competed for several years, and Thums Up created a larger, 300 - milliliter bottle size called MahaCola to improve their popularity . In 1993, Coca - Cola joined the market and the three companies competed intensely . Later in the year, Coca - Cola bought the Parle Company for $60 million . When Parle was sold to Coca - Cola, Thums Up had about 85 percent of the market in India . </P> <P> In Coca - Cola's first few years of owning Thums Up, they decreased advertising for the drink in hopes that more customers would buy Coke instead . When they realized they were losing popularity among teenagers and young adults because more people preferred Pepsi to Coke, they began to increase advertising for Thums Up to compete with Pepsi . Thums Up still had about a third of the market share . </P> <P> As Coca - Cola increased advertising for Thums Up, they focused on targeting middle - aged people more than young adults . They established the soft drink as a stronger and more powerful beverage than Coke or Pepsi . The "Grown Up to Thums Up" campaign portrayed Thums Up as a drink for adults, and Coca - Cola hoped this image would increase sales among young adults . After this campaign, Thums Up gained a large percentage of the market . </P> <P> The original Thums Up logo was a bright red "thumbs up" gesture with white letters . The logo has been updated since to include some blue lines to the left of the "thums up" image . The company sponsored cricket and was featured at many cricket matches . It also made an appearance in the book and film, "Eat, Pray, Love ." </P>

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