Coca-Cola India has continued its partnership with global events for its home-grown brand Thums Up, as it has partnered with the ICC as an exclusive non-alcoholic beverage partner ahead of the ICC Men's T20 World Cup.
After celebrating heroism with #PalatDe and #TaanePalatDe campaigns at Tokyo Olympics and Paralympic Games 2020, Thums Up's latest film features Indian fast bowler Jasprit Bumrah.
The film shows how Bumrah's unconventional bowling action and short run-up had doubters, but still had the fast bowler rise to gain worldwide success.
The campaign will also feature Bumrah's teammate Mohammed Siraj in a similar video.
Arnab Roy, vice president and head - marketing, Coca-Cola India and South West Asia, said, “Cricket is a shared passion and one of the most popular sports connecting over a billion Indian fans, across gender, generations and cultures. In-line with our history of partnering with global sporting events and our association with the Tokyo Olympics and Paralympics 2020, our strategic partnership with ICC, reinforces our commitment to refresh viewers and enhance their entertainment experiences. The brand continues to pay an ode to the hard work, determination and overcoming of multiple challenges by our players to represent India at such prestigious sporting events. We are proud to welcome Jasprit Bumrah, one of the best fast bowlers in the world, to the Thums Up family. His struggles and life journey embodies the spirit of the brand and will resonate with sports fans around the world.”
Sukesh Nayak, chief creative officer, Ogilvy India, said, “We love cricket and we admire the grit, hard work and determination of our players, who overcome everything to play for the country. After Olympics and Paralympics, in the third instalment of the #PalatDe campaign, we will be celebrating the victories of our cricketing heroes over their naysayers.”
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins
11 hours ago
Watch the film conceptualised by Sideways here
14 hours ago
Winners to be announced on 29 October