Thums Up celebrates 100 years of India’s participation in Olympic Games

Thums Up, the home-grown brand of The Coca-Cola Company, has announced its global partnership with the Olympic Games to be held in Tokyo from 23 July. This will be the 100th year of India’s participation in the Olympic Games and Thums Up aims to honor and salute the true heroes of the Olympic Games. These are the athletes who overcame great odds to reach where they are today. Thums Up, the Indian brand of the Coca-Cola beverage portfolio, has come forward and partnered with a major global event such as the Olympic Games.

The Coca-Cola Company has a long history of sponsoring the world’s major sporting events, institutions and projects. It is the longest-standing Olympic Games corporate partner due to its eight decades of involvement with the Olympic Games. The company’s other partnerships with sports include four decades with FIFA and nearly 25 years with World Cup Rugby. These long-standing partnerships with sporting events emphasize the company’s philosophy of striving to be a part of the lives and hobbies of its consumers.
Announcing the partnership, Arnab Roy, Vice President and Marketing Head, Coca-Cola India and Southwest Asia said, “The Olympic Games is a global event, shared by over a billion people from different genders, generations and cultures. Our strategic partnership with the Olympic Games Tokyo 2020 is in line with our long history of partnership with the world’s major sporting events. This not only reinforces our long-standing commitment to refreshing sports enthusiasts and enriching the experiences of our consumers, but it is also our way of supporting and saluting the remarkable courage shown by the true heroes, the athletes. . We wish all the best to the players of India and all over the world!

Thums Up will launch a creative and innovative marketing campaign to celebrate the athletes and their arduous journey towards the pinnacle of sporting excellence. It will feature a series of video content and marketing stories for digital and social media that will engage viewers with the Olympic Games in real time. As part of this campaign, special athlete packaging will be introduced, giving consumers a chance to have a piece of history. The content will have a glimpse of the stories of struggles of our Olympians like Bajrang Punia (Wrestler), Manu Bhaker (Shooter), Vikas Krishan Yadav (Boxer), Deepika Kumari (Archer), Atanu Das (Archery) and the Indian Shooting Team, Those who maintained the faith and strength to survive the daily hardships and became the real world heroes. In the face of these challenges, our heroes will show the pessimistic world ‘Thumbs Down’ by turning an empty bottle of Thums Up upside down in the scenario of an inspiring sentence ‘Toofan Wahi Jo Sab Patpal De’. The spirited tone of the campaign aptly complements Thums Up’s re-established brand message of resiliency and genuine courage from the masses.

Commenting on the campaign, Sukesh Nayak, Chief Creative Officer, Ogilvy India, said, “Toofan Wahi Jo Sab Patpal De Wala Thums Up Ka Ooltah logo is an idea that captures our inner storm, the resilience and fierce enthusiasm of the Challenger. The campaign captures the true mood of the sportspersons representing India at the Olympic Games, as well as the nation as a whole. Every bottle in the hands of every consumer is now also his answer to the critics who say he can’t or shouldn’t do this.