Thums Up extends Palat De thought with stories of Avani Lekhara, Nikhat Zareen and Sourav Ganguly
Watch the film conceptualised by Ogilvy here
Jul 26, 2022 03:24:00 AM | Video | Campaign India Team
Thums Up has rolled out a campaign ahead of India's 75th Independence Day.
This campaign titled '#HarHaathToofan' is an extension of its 'Palat De' brand thought rolled out last year ahead of the Olympic Games. Through this campaign, the brand celebrates the courage, perseverance and enduring strength of athletes that made them overcome odds and succeed.
Conceptualised by Ogilvy, this film takes the animated route to deliver a message of pride and devotion to the citizens of the country. According to a press release received from Thums Up, the film tells the stories of Sourav Ganguly, former Indian national cricket team captain and current president of the BCCI, who instilled self-belief and fearlessness in the Indian cricket team, Avani Lekhara, first Indian woman to win a gold medal at the Paralympics, and Nikhat Zareen, a boxer and IBA Women’s World Boxing 2022 Gold medalist.
Tish Condeno, senior director, sparkling flavours category, Coca-Cola India and Southwest Asia, said, “As one of the iconic homegrown brands of India, Thums Up has always stood for values of strength and resilience. Thums Up's 2021 #PalatDe Campaign, in partnership with the Olympics and Paralympic Games, gained immense love and appreciation. This year, Thums Up celebrates 75 resilient years of India's Independence, with a special #PalatDe campaign about the many hands that have been building India. We are proud to partner with multiple inspiring individuals from India who have made the country immensely proud over the years – Sourav Ganguly, Avani Lekhara, and Nikhat Zareen, among many others.”
Ritu Sharda, chief creative officer (North), Ogilvy India, said, “For the last 75 years, whenever the naysayers have doubted India’s potential, the hands of the nation have come forward and done a #PalatDe, turned them upside down. Thums Up is one of the nation’s most iconic brands and has the famous ‘thumbs up’ hand as its symbol. So, on this occasion of 75 years of Independence, we’re proud to transform this hand to the many hands that are Toofani. And it comes together beautifully in our campaign #HarHaathToofan.”
Along with the film which will be running on television, the campaign also consists of digital, print and OOH.