Thums Up Celebrates 100 Years of India At Olympics

The Coca-Cola Company’s home-grown brand, Thums Up, has announced its worldwide partnership with the Olympic Games Tokyo, according to a press release.

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 – athletes who overcame tremendous odds to reach where they are today.

Thums Up – an Indian brand from the Coca-Cola beverage portfolio has come to the forefront and partnered with a major global event like the Olympic Games.

The Coca-Cola Company has a long history of sponsoring major sporting events, organisations, and projects around the world. It has been the longest continuous corporate partner of the Olympic Games for eight decades.

Other sporting partnerships include four decades with FIFA and nearly 25 years with World Cup Rugby.

These long-standing associations with sporting events underscore the Company’s philosophy of endeavouring to be part of its consumers’ lives and passions.

As an ode to athletes and their arduous journey towards this pinnacle of sporting excellence, Thums Up will unveil a creative and innovative marketing campaign.

We’ll create a series of video content and marketing stories for digital and social media to keep audiences connected with the Olympic Games in real time.

As part of the campaign, we’ll roll out special athlete packaging so consumers can own a piece of history.

The content will share a glimpse of the stories of the struggle of Indian Olympians – Bajrang Punia (wrestler), Manu Bhaker. (shooter), Vikas Krishna Yadav (boxer), Deepika Kumari (archery), Atanu Das (archery), and the Indian Shooting Team, who battled everyday odds but still retained the faith and strength to persevere and become heroes in the real world.

In the face of these challenges, the protagonists show the pessimistic world a ‘thumbs down’ by turning an empty Thums Up bottle upside down against the backdrop of the inspirational tagline – Toofan wahi jo sab #PalatDe (the real storm turns everything upside down).

The uplifting tone of the campaign perfectly complements Thums Up’s repositioned brand message of resilience and the real heroism of everyday people.

The campaign film can be viewed here.