Adding to its worldwide partnership with the Olympic Games, Coca-Cola India, has rolled out a campaign for the tournament for its Thums Up brand. As India enters its 100th year of participation at the Olympic Games, Thums Up aims to celebrate athletes who overcame the odds to reach where they are today.
The film has been conceptualised by Ogilvy and features the stories of struggles of the Olympians - Bajrang Punia (wrestler), Manu Bhaker (shooter), Vikas Krishna Yadav (boxer), Deepika Kumari (archery), Atanu Das (archery), and the Indian shooting team.
It states how they battled the odds to become heroes in the real world. Each of them show their doubters a ‘thumbs down’ by turning an empty Thums Up bottle upside down against the backdrop of the inspirational tagline – Toofan wahi jo sab #PalatDe (the real storm is one that turns everything upside down).
Arnab Roy, vice president and head - marketing, Coca-Cola India and South West Asia, said, “The Olympic Games is a global event shared by more than a billion people across genders, generations and cultures. In line with our long history of partnering with major sporting events globally, our strategic partnership with the Olympic Games Tokyo 2020, not only reinforces our long-standing commitment to refresh sports fans and enhance our consumers’ experiences, but is also our way of standing in solidarity and saluting the exemplary courage that the real people - the athletes, have displayed. We wish athletes from India and worldwide all the best!”
He added, “Consumers are at the heart of Coca-Cola’s beverage portfolio. The company is acutely attuned to their preferences and continuously looks at innovative ways to connect people with our brands. Our partnership is a statement of empowerment, and our intent is to instill the ‘thunder’ of hope and strength amongst our consumers. The new upside down Thums Up bottle is a visual symbol of resilience that people showcase in their daily lives, against all odds.”
Sukesh Nayak, chief creative officer, Ogilvy India, said, “Toofan wahi jo sab #PalatDe - the upside down Thums Up logo is an idea that celebrates the thunder inside, the resilience and the fierce challenger spirit. This campaign truly reflects the mood of not just the athletes representing India at the Olympic Games, but the entire nation. Every bottle in the hand of every consumer is now also their voice to ‘palat’ all the naysayers who say what they can’t or shouldn’t do.”