The Coca-Cola Company has rolled out a new campaign for Thums Up, a brand that has partnered with the Tokyo 2020 Paralympic Games. The Tokyo 2020 Paralympic Games will be held in Tokyo from August 24 to September 5.
The campaign includes videos for digital and social media to help keep audiences connected to the Games and the Indian athletes. The films feature six athletes including Mariyappan Thangavelu (High Jump), Sakina Khatun (Powerlifting), Suyash Yadav (Swimming), Navdeep (Javelin Throw), Sumit Antil (Javelin Throw), and Avani Lekhara (Shooting). Battling everyday odds, the film shows the protagonists wearing the taunts they received every day, on their T-shirts against the backdrop of the tagline - #TaanePalatDe. The new campaign has been conceptualised by Ogilvy.
Arnab Roy, vice president and head - marketing, Coca-Cola India and South West Asia, said, “We are extremely proud of this strategic partnership with Tokyo 2020 Paralympic Games and the Paralympic Committee of India, it is our way of standing in solidarity and saluting the sheer grit and determination of these athletes who have come from different walks of life but showcase the same heroism against all odds and challenges. As an extension of the Olympic Association, we treat the Paralympians at parity with any other athlete fighting their naysayers and representing India at this global sporting event.”
Added Sukesh Nayak, chief creative officer, Ogilvy India, “#TaanePalatDe is our ode to the heroes of Team India who have overcome all odds to represent India at the Tokyo 2020 Paralympic Games in Japan. With this campaign, we are saluting their courage to #PalatDe all the naysayers who had only one thing to give them, ‘taanas’.”