As India enters its 100th year of participation at the Olympic Games, Thums Up aims to celebrate and salute the real heroes of the Olympic Games â athletes who overcame tremendous odds to reach where they are today.
Toofan wahi jo sab palat de â the upside down Thums Up bottle is a visual symbol that celebrates the determination, the strength, and the fierce challenger spirit.
The new campaign reflects the mood of not just the athletes representing India at the Olympic Games, but the entire nation. 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.Â
The task at hand was to create a brand shift. And to do that, instead of taking away something from it, we decided to add something to it â real heroism. Making the campaign relatable and emotional, without disturbing the DNA of the brand. The uplifting tone of the campaign perfectly complements Thums Upâs repositioned brand message of resilience and real heroism of everyday people.
Sukesh Nayak, Chief Creative Officer, Ogilvy India, said,Â âCompletely turning the conversation upside down, itâs 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.â
Ritu Sharda, Chief Creative Officer, Ogilvy India (North), âAll of us have faced these naysayers, telling us what we can and canât do. The emotion is real and relatable. And thatâs 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 âPalat Deâ to any challenge.â
Arnab Roy, Vice-President and Head, Marketing, Coca-Cola India and SouthWest, Asia, said, âConsumers are at the heart of Coca-Colaâs 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 instil the âthunderâ of hope and strength among our consumers. The new upside down Thums UpÂ bottleÂ is a visual symbol of resilience thatÂ peopleÂ showcase in their daily lives, against all odds.âÂ Â Â
Client:Â Coca Cola IndiaÂ Â
Agency:Â Ogilvy India (North)Â Â
Chief Creative Officer, Ogilvy India:Â Sukesh NayakÂ
Chief Strategy Officer, Ogilvy India:Â Prem NarayanÂ Â
Vice Chairperson & Chief Client Officer India:Â Hephzibah PathakÂ Â
Chief Creative Officer, Ogilvy India (North):Â Ritu ShardaÂ Â
Creative Team:Â Preeti Koul, Shailender Mahajan, Kingshuk Dey, Rishi Pandey, Vishal Yadav,Vikrant Bisht,Â Surbhi Rathee, Srikanta BeheraÂ
PlanningÂ Team: Rohitash Srivastava, Pritish MukherjeeÂ Â
Account Management Team:Â Atif Rahman, Priyanka Walia,Â Rohit Sachdev, Saumya Sahni, Tarni SharmaÂ Â
Director:Â Shashanka ChaturvediÂ Â Â
Production House:Â Good Morning FilmsÂ