Indian beverage brand Thums Up has partnered with Travel Food Services Limited to launch a fan-focused campaign celebrating the ICC Men’s T20 World Cup 2026. The initiative transforms airport dining spaces into vibrant cricket-themed experiences across some of India’s busiest airports.

Running until 8 March 2026, the campaign aims to capture the excitement of the tournament by engaging travellers during their airport journey. Lounges, bars and quick-service restaurants (QSRs) operated by Travel Food Services have been turned into high-energy zones where cricket fans can enjoy food, beverages and themed experiences while travelling.

A key highlight of the collaboration is a consumer promotion where travellers can receive exclusive merchandise by purchasing selected food-and-beverage combos that include Thums Up or other beverages from The Coca-Cola Company. Depending on the outlet, customers either receive assured gifts or get a chance to win special items, adding an element of surprise and excitement.

To maintain strong brand visibility, the campaign features prominent on-ground activations across airport locations. Digital screens, menu boards and table talkers have been strategically placed in high-footfall areas to ensure continuous engagement with travellers from arrival through boarding.

The partnership was officially launched through special events at airports in Delhi, Chennai and Kolkata. These events brought together airport authorities, media representatives, influencers and company leadership. A specially designed campaign merchandise box – featuring caps, t-shirts, tumblers and signed memorabilia – served as the centrepiece of the launch.

According to Gaurav Dewan, airports today offer powerful opportunities for brands to create immersive consumer experiences. By combining food, beverages and cricket enthusiasm, the collaboration aims to deliver memorable moments for travellers while strengthening brand engagement.