Coca-Cola India has unveiled a new programme -- Thums Up Piyoge? Ninja Chalaoge? Hai Dum? -- to promote biking culture and Thums Up in India.

The programme will give four lucky winners an opportunity to ride home a Kawasaki Ninja ZX 6R, one of the world's most powerful superbikes, worth more than Rs 6 lakh (Rs 600,000) each.

To participate in the promotion, all consumers need to do is peel the crown liner of a Thums Up bottle and collect four parts of Kawasaki Ninja ZX 6R bike and they can be the lucky winner.

There are other prizes like over 100 Bajaj Pulsars and thousands of biker's jackets, bags, sunglasses, and waist-pouches up for grabs, said Vikas Gupta, vice president marketing, Coca-Cola India, in a media release.