Thums Up, the renowned homegrown beverage brand under The Coca-Cola Company, has unveiled its latest campaign, “Utha Thums Up, Jagaa Toofan,” in celebration of the upcoming Paris 2024 Olympic and Paralympic Games. This campaign underscores the powerful and motivating effect of a simple ‘thumbs up’ on athletes, encouraging them to deliver their best performances.
Thums Up: The Essence of the Paris 2024 Olympics Campaign
The “Utha Thums Up, Jagaa Toofan” campaign is built on a straightforward yet impactful idea: a thumbs up from supporters, coaches, friends, and family can help athletes overcome setbacks and regain confidence. Our athletes are dynamic ‘toofans’ (storms) who inspire the nation with their strength and determination. This campaign aims to highlight these moments of encouragement that play a crucial role in an athlete’s journey to success.
Also Read: Costa Coffee named official coffee partner for Olympic Games Paris 2024
Thums Up: Official Global Partner for Paris 2024 Olympics
As part of The Coca-Cola Company’s longstanding commitment to global sports events, Thums Up has been designated the official global partner for the Paris 2024 Olympic and Paralympic Games. Thums Up has continuously supported the perseverance, courage, and determination of both able-bodied and para-athletes, showcasing India’s talent on the world stage.
Campaign Highlights
The campaign features prominent athletes like Sift Kaur Samra, Lovlina Borgohain, Nikhat Zareen, Rubina Francis, and Sakshi Kasana. The campaign film narrates compelling stories and real-life moments where athletes experience the transformative power of a thumbs up.
Athlete Testimonials on Paris 2024 Olympics
Sift Kaur Samra: “I’m humbled to be a part of this campaign. Knowing that countless people are cheering us with a thumbs-up gives us the courage to perform our best on the world stage.”
Lovlina Borgohain: “Being a boxer, I’ve experienced the value of encouragement, especially during tough matches. A simple gesture of support can be incredibly motivating, and this campaign truly emphasizes that.”
Nikhat Zareen: “In the ring, every thumbs up fuels my determination to jab harder and go the distance. It’s great to have Thums Up as a brand acknowledge the importance of support and belief in athletes like us.”
Rubina Francis: “Thums Up’s campaign sparks resilience and unity, showing how a simple gesture can inspire us to give our best shot.”
Sakshi Kasana: “As athletes, the power of supporters is a force that helps us be our strongest self. In moments of uncertainty, fans can unleash the best of ourselves, enabling us to rise against all odds.”
Campaign Insights
Sumeli Chatterjee, Senior Category Director, Sparkling Flavours, Coca-Cola India, and South-West Asia: “We are thrilled to be a part of India’s Olympics and Paralympics dream. The power-packed performances of our athletes in global sports over the past four years have filled us with immense pride. Paris 2024 will be a historic occasion, and we are honored to support our athletes in their journey.”
Creative Vision
Ritu Sharda, Chief Creative Officer, Ogilvy India (North): “There is great power in one thumbs up. It can awaken a storm inside you and lift you just when you are about to give up. Now imagine what a billion thumbs up can do. This Olympics, we are sending our athletes to strike thunder with the power of a billion thumbs up.”
Comprehensive Marketing Approach
The “Utha Thums Up, Jagaa Toofan” campaign employs a 360-degree marketing approach, engaging consumers through television, digital, print, and out-of-home (OOH) media. A series of films has been created to capture the inspiring stories of athletes and their historic journey to Paris.
Conclusion
The “Utha Thums Up, Jagaa Toofan” campaign by Thums Up embodies the spirit of resilience and support, demonstrating how a simple gesture can make a monumental difference in an athlete’s journey. As India’s athletes gear up for the Paris 2024 Olympic and Paralympic Games, the campaign seeks to rally the entire nation to stand behind them, offering a collective thumbs up to fuel their drive and determination. Through this campaign, Thums Up not only celebrates the athletes’ unwavering efforts but also unites the nation in a powerful show of solidarity and encouragement.
