COKE PULLS INDIA AD AFTER SECOND DEATH
By Adnews Staff
Coca-Cola India has pulled a TV commercial for its Thums Up soft drink after a second child died trying to imitate the bungee jumping scene in the spot. A nine-year-old boy tried copying a model who bungee jumped off a cliff to grab a Thums Up bottle from a passing truck. The young boy tied a rope around his stomach and attached himself to the ceiling fan in his home. The rope slid to his neck after he jumped off a high chair. The boy died from his injuries two days later. His parents say they have had to stop the boy from bungee jumping in the house in the past. Coke originally aired the commercial in April, but shelved it temporarily when a six-year-old boy jumped off his apartment building trying to imitate the commercial. The company recently relaunched the commercial, but added audio and visual warnings in English at the end of the spot. Thums Up is India's second largest selling cola behind Pepsi, but Coca-Cola has the largest market share in India at 61%.