Thums up Celebrates 100 Years of India at the Olympic Games


Business Wire India

Thums Up celebrates 100 years of India at the Olympic Games, partners with Tokyo 2020 to salute the strength, resilience, and heroism of athletes
Thums Up celebrates 100 years of India on the Olympic Video games, companions with Tokyo 2020 to salute the power, resilience, and heroism of athletes

The Coca-Cola Firm’s home-grown model – Thums Up, has introduced its worldwide partnership with the Olympic Video games to be held in Tokyo, later this month. As India enters its a centesimal yr of participation on the Olympic Video games, Thums Up goals to rejoice and salute the true heroes of the Olympic Video games – athletes who overcame large odds to achieve the place they’re in the present day. Thums Up – an Indian model from the Coca-Cola beverage portfolio, has come to the forefront and partnered with a significant international occasion just like the Olympic Video games.

The Coca-Cola Firm has a protracted historical past of sponsoring main sporting occasions, organizations, and initiatives all over the world. By means of its eight-decade lengthy affiliation, it’s the longest steady company companion of the Olympic Video games. Different sporting partnerships embrace 4 a long time with FIFA and practically 25 years with World Cup Rugby. These lengthy associations with sporting occasions underscore the Firm’s philosophy of endeavoring to be part of their shoppers’ lives and their passions.

Saying the partnership, Arnab Roy, Vice President and Head-Advertising and marketing, Coca-Cola India and Southwest Asia mentioned, “The Olympic Video games is a worldwide occasion shared by greater than a billion folks throughout genders, generations, and cultures. In keeping with our lengthy historical past of partnering with main sporting occasions globally, our strategic partnership with the Olympic Video games Tokyo 2020, not solely reinforces our long-standing dedication to refresh sports activities followers and improve our shoppers’ experiences however can also be our method of standing in solidarity and saluting the exemplary braveness that the true folks – the athletes, have displayed. We want athletes from India and worldwide all one of the best!”

As an ode to the athletes and their arduous journey in the direction of this pinnacle of sporting excellence, Thums Up shall be unveiling a artistic and modern advertising and marketing marketing campaign. This may entail a collection of video content material together with advertising and marketing tales for digital and social media which can preserve the audiences related with the Olympic Video games in real-time. As a part of the marketing campaign, particular athlete packaging shall be rolled out that can give shoppers an opportunity to personal a bit of historical past. The content material will share a glimpse of the tales of wrestle of the athletes – Bajrang Punia (wrestler), Manu Bhaker​ (shooter), Vikas Krishna Yadav (boxer), Deepika Kumari (archery), Atanu Das (archery), and the Indian Taking pictures Staff who battled on a regular basis odds however nonetheless retained the religion and power to persevere and develop into heroes in the true world. Within the face of those challenges, the protagonists present the pessimistic world a ‘thumbs down’ by turning an empty Thums Up bottle the other way up towards the backdrop of the inspirational tagline – Toofan wahi jo sab #PalatDe (the true storm is one which turns every little thing the other way up). The uplifting tone of the marketing campaign completely complement Thums Up’s repositioned model message of resilience and actual heroism of on a regular basis folks.

Arnab Roy, additional added, “Customers are on the coronary heart of Coca-Cola’s beverage portfolio. The corporate is acutely attuned to their preferences and repeatedly appears to be like at modern methods to attach folks with our manufacturers. Our partnership is a press release of empowerment, and our intent is to instill the ‘thunder’ of hope and power amongst our shoppers. The brand new the other way up Thums Up bottle is a visible image of resilience that folks showcase of their every day lives, towards all odds.”

Talking in regards to the marketing campaign, Sukesh Nayak, Chief Artistic Officer, Ogilvy India mentioned, “Toofan Wahi Jo Sab #PalatDe – the the other way up Thums Up emblem is an concept that celebrates the thunder inside, the resilience and the fierce challenger spirit. This marketing campaign really displays the temper of not simply the athletes representing India on the Olympic Video games however the complete nation. Each bottle within the hand of each shopper is now additionally their voice to ‘Palat’ all of the naysayers who say what they’ll’t or shouldn’t do.”

Marketing campaign movie could be seen right here:

About Coca-Cola India

Coca-Cola in India is likely one of the nation’s main beverage corporations, providing a variety of wholesome, protected, prime quality, refreshing beverage choices to shoppers. Since its re-entry in 1993, the corporate has been refreshing shoppers with its beverage merchandise – Coca-Cola, Coca-Cola No Sugar, Weight loss plan Coke, Thums Up, Thums Up Charged, Thums Up Charged No Sugar, Fanta, Limca, Sprite, Sprite Zero, Maaza, VIO flavoured milk, Minute Maid vary of juices, Minute Maid Smoothie and Minute Maid Vitingo, Georgia vary of cold and warm tea and occasional choices, Aquarius and Aquarius Glucocharge, Schweppes, smartwater, Kinley and Bonaqua packaged ingesting water and Kinley Membership Soda. The Firm together with its owned bottling operation and different bottling companions, by way of a powerful community of over 2.6 million shops, touches the lives of tens of millions of shoppers, at a fee of greater than 500 servings per second. Its manufacturers are a few of the most most popular and most bought drinks within the nation – Thums Up and Sprite – being the highest two promoting glowing beverage.

The Coca-Cola India system gives direct employment to 25,000 folks and oblique employment to greater than 150,000 folks. The Coca-Cola system in India is contributing in its personal small option to constructing sustainable communities by way of neighborhood initiatives below World With out Waste, Fruit Round Financial system, water stewardship, ladies empowerment, and likewise dedicated to decreasing its personal environmental footprint.

For additional data on the corporate’s India operations and its merchandise, please go to: and