Thums Up goes viral with mobile game campaign

The Java mobile game, developed by Mobile2Win, contains elements of the Thums Up 'Everest Challenge Hai Dum?', offering an opportunity to scale Mount Everest with a trained mountaineering group and win a cash prize of US$22,750. Abhijit Datta, brand manager, Coca-Cola India, said: "Wireless gaming in India is expanding at a phenomenal rate and finds huge favour with our core target group. It's an engaging medium and helps create a high level of interaction with the brand." "It's the first-ever branded game to be launched in India by us," said Rajiv Hiranandani, country head, Mobile2-Win. Bonus points will be awarded to players who download the game and who get other users to download it. Users can check cumulative scores by sending SMS.