Thums Up Brings the Roar of ICC Men’s T20 World Cup to Airports with Travel Food Services Limited

As cricket fever grips the nation, Travel Food Services Limited (TFS) has partnered with Thums Up, India’s iconic beverage brand from The Coca-Cola Company, to deliver a high-energy, fan-first campaign across some of the country’s busiest airports during the ICC Men’s T20 World Cup 2026.

Running till 8 March 2026, the collaboration transforms airport dining into a celebration of sport, excitement, and bold flavour, bringing the spirit of the tournament directly into lounges, bars, and Travel QSRs. The campaign spans key airports, engaging travellers at moments of peak dwell time and heightened sporting enthusiasm.

At the heart of the initiative is a consumer-facing promotion that rewards travellers with exclusive Thums Up merchandise on purchase of select food-and-beverage combos featuring Thums Up and other Coca-Cola beverages. Depending on the outlet, customers receive assured merchandise or a chance-to-win, creating excitement, instant gratification, and strong brand recall within the airport environment.

The campaign is supported by high-impact on-ground visibility, including digital screens, menu boards, and table talkers strategically placed across high-footfall zones in lounges, bars, and QSRs. These touchpoints ensure continuous brand engagement throughout the traveller journey, from arrival to boarding.

To mark the launch, TFS and Thums Up hosted an official airport unveiling in Delhi, Chennai, and Kolkata, bringing together airport authorities, key stakeholders, select media, influencers, and leadership teams. A dramatic reveal of a specially designed campaign merchandise box, featuring bold branding and surprise collectibles, including caps, tees, tumblers, and signed memorabilia, was served as the centrepiece of the launch events.

Commenting on the launch,Mr. Gaurav Dewan, Chief Operating Officer, Travel Food Services Limited, said, “Airports today are more than transit points. They are spaces where brands can create powerful, memorable experiences. This collaboration with Thums Up allows us to tap into the passion around cricket and bring it alive for travellers through immersive, high-energy activations that combine food, beverage, and sport.”

The partnership reflects TFS’s continued focus on brand-led collaborations that elevate airport dining, drive engagement, and deliver value for brand partners through scale, execution, and premium touchpoints while giving travellers moments of excitement that go beyond the journey itself.