Gujarat Snacks Go Full On Toofani with Thums Up
GUJARAT, AHMEDABAD | 13th OCTOBER 2025: If you want to understand Gujarat’s zest for life, you don’t need to look farther than its snacks. The spirit of adventure and thrill spills on to their plates, with the flavours, the variety, the drama.
In the streets of Gujarat, a day is turned into a rolling buffet of moments: a bite of vada pao between lectures, a sev-usal challenge at the corner adda, a stolen momo from a friend’s plate and a matka-biryani extravaganza at the Khao Gali. Snacking is an excuse to linger a little longer, to disrupt the ordinary, to keep conversations going, and to maximize every moment. Each bite is less about filling empty stomachs; more about filling life.
Thums Up, India’s leading soft drink brand under The Coca-Cola Company, is celebrating Gujarat’s love for snacking by giving it a bold, thrilling edge with its ‘Snacks ane Thums Up: 100% Toofani’ campaign. It draws inspiration from Gujarat’s vibrant food culture, where snacking is not just a break but a way of life. From dhokla and khandvi to vada pav, chowmein and tikka, every snack is an occasion in itself, colourful, social and larger than life. With Thums Up at the center of these snack moments, the campaign is building a new ritual: whatever the snack, it tastes Full OnToofani with Thums Up.
Sumeli Chatterjee, Category Head, Sparkling Flavours, Coca-Cola India and South-West Asia said,“Rituals are built when brands meet people where they already are. In Gujarat, snacking is far more than just a culinary occasion; it is woven into daily life and culture. Rooted in both solo and social moments, snacking is always flavorful, always vibrant. The bold and spicy taste of Thums Up amplifies these everyday occasions, packing in a toofaniflavorful experience that stand out. With this campaign, we are not just offering refreshment, we are creating a memorable snacking experience that is sensorially delightful. It is a celebration of Gujarat’s snacking culture, turning every bite into ‘sau-taka toofani’ moment.”
The campaign is being rolled out across Gujarat through a mix of on ground and digital activations. Thums Up is embedding itself into the state’s snacking culture, with the excitement continuing online through the ToofaniSnackathon – Fusion Edition, where local food influencers and young consumers will showcase bold new pairings of Thums Up with their favourite snacks. Together, these experiences are designed to make the connection between Thums Up and snacking a lasting ritual across Gujarat.
