Thums Up, the homegrown beverage brand from Coca-Cola, has always been associated with ‘toofani’ acts. Over the years, we’ve seen numerous ads from the brand which celebrated the machismo of popular celebrities. Now, it has come to the forefront to partner with the Olympic Games that will be held in Tokyo on a global level, celebrating the strength and resilience of our Indian athletes.
Aspiring athletes are often told things like ‘People from small towns can’t have big dreams’, or ‘Guns are not meant for girls’ by naysayers and non-believers. Despite being surrounded by pessimism, our athletes have overcome enormous odds to reach where they are today – representing India on a global stage.
The fiercely inspirational video gives us a glimpse into the stories of our Olympians – wrestler Bajrang Punia, shooter Manu Bhaker, boxer Vikas Krishna Yadav, archers Deepika Kumari and Atanu Das, and the Indian Shooting Team, who have persevered in the face of adversity to become real world heroes.
We also see athletes showing a thunderous ‘thumbs down’ to the doubters by turning an empty Thums Up bottle upside down. This symbolises the campaigns tagline – Toofan wahi jo sab #PalatDe
One aspect about the campaign stands out really strongly – it’s the brand’s renewed approach to communicating with the audience. The campaign reflects Thums Up’s redefined brand ethos of resilience and real heroism of everyday people. The uplifting tone of the campaign gets this message across exactly how the brand intended to.
This strategic partnership with the Olympic Games Tokyo 2020, reinforces the brand’s long-standing commitment to refresh sports fans and enhance their viewing experience. With this association, Thums Up is standing in solidarity with our athletes and saluting the courage they have displayed time and again.
Consumers have always been core the brand’s vision, and through this partnership, Thums Up establishes a direct connection with every single Indian who is looking towards the Olympic Games with hope and aspiration.
Strong, fierce and inspirational – the campaign successfully drives the point home as we gear up for India’s 100th year of participation at the Olympic Games.