New Delhi [India], March 10: While Team India conquered the field, Consortium Gifts and Thums Up conquered the stands and streets. This wasn’t just a one-off project; it was a long-term strategic collaboration designed to turn a sporting event into a tangible brand experience. From high-quality backpacks and jerseys to commemorative pins and “Thunder”-branded cricket balls, the range spanned an accessible price points, ensuring every fan could own a piece of the 2026 World Cup. The scale was immense, estimated in the hundreds of thousands of units, delivered with precision across every corner of India to coincide with the tournament’s peak moments.
A Vision of Scale and Consistency
For Gaurav Bhagat, Managing Director and Founder of Consortium Gifts, this collaboration represents a milestone in the company’s evolution. Marking their second consecutive year handling the ICC merchandising mandate for Thums Up, Bhagat emphasises the magnitude of the trust placed in them. “Accepting a mandate of this scale for the second year running is a testament to the synergy between Consortium Gifts and Coca-Cola. When you are dealing with a brand as iconic as Thums Up and an event as massive as the ICC T20 World Cup in India, there is zero room for error. Our focus was on delivering a world-class merchandise suite that mirrored the ‘Toofani’ energy of the fans. We didn’t just deliver products; we delivered the physical heartbeat of the campaign across the country.”, said, Gaurav Bhagat, MD & Founder, Consortium Gifts.
Execution Under Pressure: The Sales & Logistics Engine
The challenge wasn’t just creating the products but ensuring they were in the right hands at the right time. From the initial identifying of “fan-favourite” products to managing the “match-wise” logistics that a tournament of this scale demands, the sales and operations team worked on a hair-trigger schedule. Sourabh Daswani, National Sales Head, highlights the strategic depth required to meet brand visibility goals. “The build-up to an ICC World Cup is a high-stakes environment. Our goal was to identify products that offered high visibility and emotional value, items like the India-themed jerseys and the Thums Up branded backpacks that fans would carry long after the final ball was bowled. We met strict match-wise timelines and location-specific deliveries to ensure that wherever the fan was, the brand was present. This campaign successfully bridged the gap between a marketing message and a tangible fan experience, meeting both brand expectations and fan fervor head-on.”, said, Sourabh Daswani, National Sales Head, Consortium Gifts.
A New Era: Sports Merchandising as a Vertical
This 2026 campaign has officially solidified a new vertical for Consortium Gifts: Sports Marketing Solutions. By moving beyond traditional corporate gifting into end-to-end event activation, the company has positioned itself as a strategic partner capable of handling the complex licensing, rapid execution, and pan-India logistics typically reserved for specialised marketing agencies.
The Winning Lineup: 2026 Merchandise Highlights
- Apparel: Premium India-branded V-neck jerseys and classic polo shirts with Thums Up and ICC 2026 insignias.
- Accessories: Signature blue caps, “Taste the Thunder” lapel pins, and sleek World Cup trophy keychains.
- Gear: High-durability backpacks and trendy waist bags (fanny packs) designed for the modern match-goer.
- Collectibles: Commemorative white cricket balls and Thums Up branded notebooks for the dedicated statisticians of the game.
As the nation celebrates Team India’s triumph, Consortium Gifts stands proud as the engine that dressed the fans and fuelled the “Toofani” spirit of 2026.
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