Thums Up is an Indian cola brand introduced in 1977 after international cola brands like Coca-Cola and Pepsi were expelled from India. Over the years, Thums Up has positioned itself as a "strong tasting cola for today's young adult males" through marketing campaigns emphasizing masculinity with taglines like "I want my Thunder" and "Taste the Thunder". Brand positioning is a long-term strategy that focuses on both product benefits and emotional benefits to develop a distinct brand personality and values through various advertisements.