Thums Up's Olympics 2020 campaign celebrates hope and resilience

Created by Ogilvy India (North), the campaign unveils its new brand positioning.

New Delhi: As India enters its 100th year of participation at the Olympic Games this July, Thums Up has set out to celebrate the historic feat and salute the real heroes – the athletes who overcame tremendous odds to reach where they are today. The home-grown brand on Wednesday announced its worldwide partnership with the international event which is set to begin in Tokyo Games to be held in Tokyo on 23 July.

As part of the partnership, Thums Up has launched its new campaign - Toofan wahi jo sab palat de, that tries to capture the mood of not just the athletes representing India at the Olympic Games, but the entire nation. “The upside down Thums Up bottle is a visual symbol that celebrates determination, strength, and the fierce challenger spirit,” said the company on Wednesday. “Every bottle in the hand of every consumer is now also their voice to 'Palat De' all the naysayers who say they can't or shouldn't do it.”

Ogilvy India, chief creative officer, Sukesh Nayak said, “Completely turning the conversation upside down, it’s a game changer that takes the brand a notch higher. We believe it very well captures the emotion of the nation, when it comes to the Olympic athletes, our real heroes.”  

According to the company, the task at hand was to create a brand shift, without taking away anything from it and to make the campaign relatable and emotional, without disturbing the DNA of the brand. The first film was launched on Tuesday, which was directed by Shashanka Chaturvedi in association with the production house- Good Morning Films. The uplifting tone of the campaign perfectly complements Thums Up’s repositioned brand message of resilience and real heroism of everyday people.

Ogilvy India (north), chief creative officer, Ritu Sharda said, “All of us have faced these naysayers, telling us what we can and can’t do. The emotion is real and relatable. And that’s why we think the idea is going to cut through the masses and turn into a cheer-storm for our athletes. Of course, the idea lives beyond a campaign and is a personal statement for anyone to say ‘Palat De’ to any challenge”

Coca-Cola India and Southwest Asia, vice president and head of marketing, Arnab Roy said, “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.” 

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