Thumbs Up becomes global partner at Tokyo Olympics
Thumbs Up announced on Saturday its tie-up with the Olympics Games 2021 to be held in Tokyo. Their campaign would be a tribute to the real heroes of the Olympics – the participants who dodged all bullets to find a place in the championship.
Through the collaboration, they wish to show the Indian audience the arduous journey of the participants who were able to secure a spot in the Olympics and reach the pinnacle of success. The full campaign would be unveiled soon, however, officials have confirmed that the digital and social media campaign would entail a series of short videos which would connect the audience and Olympians in real-time.
The campaign would give a glimpse of how history got created, by showcasing the struggles of celebrated athletes such as wrestler Bajrang Punia, shooter Manu Bahaker, boxer Vikas Krishna Yadav and several others.
The protagonists of the campaign aka the athletes were able to battle all challenges, they can be seen turning the Thumbs Up bottle upside down, which would symbolize how they deal with the pessimistic world. The tagline of the campaign is – Toofan wahi jo sab #PalatDe (the real storm is one that turns everything upside down). The uplifting tone of the campaign complements Thums Up’s repositioned brand message of resilience and real heroism of everyday people.
Arnab Roy, vice president, and head-marketing, Coca-Cola India and SouthWest Asia said, “The Olympic Games is a global event shared by more than a billion people across genders, generations, and cultures. In line with our long history of partnering with major sporting events globally, our strategic partnership with the Olympic Games Tokyo 2020, not only reinforces our long-standing commitment to refresh sports fans and enhance our consumers’ experiences but is also our way of standing in solidarity and saluting the exemplary courage that the real people – the athletes, have displayed. We wish athletes from India and worldwide all the best.”