TVS Motor company has joined hands with Coca-cola India in an innovative cross-category tie-up to co-partner the latters novel Thunder Wheels initiative. Through this, consumers stand a chance to win an Apache RTR 160 motorcycle. In fact, this is the first time TVS is associating the Apache brand in a cross-category marketing initiative at the national level.

Thunder Wheels will be supported by an all new advertisement, which will soon go on air.

We chose to partner this initiative as the Thunder Wheels concept is unique and more importantly because both Apache RTR and Thums Up share clear brand fit with respect to the audience they address. Both brands exhilarate youngsters who live by the virtues of masculinity, thirst for high adrenaline and have a want it; will get it, attitude, said H S Goindi, President- Marketing, TVS Motor Company.

All a consumer needs to do is purchase a bottle of Thums up and SMS APACHE followed by the 9 digit unique code that is printed under the crown to 58558 from their mobile phones. Additionally consumers also have the option to Call 186 0233 0233 and register their code through an Interactive Voice Response System (IVRS). Winners are chosen by way of a computer generated lucky draw.

The Thums Up Thunder Wheels initiative is applicable all India and is open till April 30, 2009.