New Delhi: Thums Up, the homegrown beverage brand, has unveiled its latest campaign, ‘Utha Thums Up, Jagaa Toofan’, in support of the Indian contingent for the upcoming Paris 2024 Olympic and Paralympic Games. The campaign highlights the transformative power of a simple ‘thumbs up’ in inspiring athletes to achieve greatness.
The campaign features prominent Indian athletes Sift Kaur Samra, Lovlina Borgohain, Nikhat Zareen, Rubina Francis, and Sakshi Kasana, who share their personal experiences of how a ‘thumbs up’ has fueled their determination and boosted their confidence. The campaign films beautifully capture the emotional journeys of these athletes, showcasing the pivotal role of encouragement in their lives.
“We are incredibly proud to support our athletes as they embark on their journey to Paris,” said Sumeli Chatterjee, Senior Category Director, Sparkling Flavours, Coca-Cola India, and South-West Asia. “The ‘thumbs up’ gesture embodies the spirit of resilience and unwavering determination, which perfectly aligns with the Thums Up brand.”
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The campaign aims to inspire a billion ‘thumbs up’ for the Indian athletes, creating a wave of support across the nation. Through a 360-degree marketing approach, including television, digital, print, and outdoor advertising, Thums Up seeks to engage consumers and rally behind the Indian contingent.
“We believe that a billion ‘thumbs up’ can ignite a storm within our athletes and propel them to victory,” said Ritu Sharda, Chief Creative Officer, Ogilvy India (North). “The campaign captures the essence of this belief and aims to create a powerful emotional connection with the audience.”
As an official global partner of the 2024 Olympic and Paralympic Games, Thums Up has consistently championed the spirit of sportsmanship and the unwavering dedication of athletes. The ‘Utha Thums Up, Jagaa Toofan’ campaign is a testament to the brand’s commitment to supporting Indian sports and inspiring the nation.
