The Coca-Cola Company’s billion-dollar domestic beverage brand, Thums Up has unveiled a new ad campaign, ‘Utha Thums Up, Jagaa Toofan,’ for Paris Olympics 2024 and Paris Paralympic 2024.
The advertising effort is built on a simple yet powerful concept: the motivational effect of a ‘thumbs up’ on athletes, encouraging them to achieve their best performance. The athletes are passionate ‘toofans’ themselves, inspiring the people to believe in their own inner power. However, being a champion does not happen right away. Every time an athlete suffers a setback or experiences a moment of doubt, a simple thumbs-up from their fans, coach, friends, and family helps them restore confidence and continue seeking success – and this is the basis of the campaign.
Thums Up has been named the official global partner for the 2024 Olympic and Paralympic Games as part of The Coca-Cola Company’s long-standing commitment to global sporting events. Thums Up has constantly supported the determination, fortitude, and drive of both able-bodied and para-athletes who represent India in the international arena. The marketing film, which stars Sift Kaur Samra, Lovlina Borgohain, Nikhat Zareen, Rubina Francis, and Sakshi Kasana, depicts a sequence of fascinating storylines and visual storytelling, displaying real-life occasions in which athletes rediscover the power of a thumbs-up.
Sumeli Chatterjee, Senior Category Director, Sparkling flavours, Coca-Cola India, and South-West Asia, said, “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 4 years have filled us with immense pride. Paris 2024 will be a historic occasion, and we are honoured to support our athletes in their journey. We truly believe a simple gesture of the thumbs-up can make any moment a powerful turning point – not only for athletes, but for everyone. This gesture, paired with the iconic Thums Up brand, reflects the spirit of tenacity and unwavering determination.”
On the campaign, Sift Kaur Samra said, “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. It’s a testament to the support we receive from our nation.”
Lovlina Borgohain said, “It’s a pleasure to be associated with Thums Up. 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 said, “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 said, “Thums Up’s campaign sparks resilience and unity, showing how a simple gesture can inspire us to give our best shot.”
Sakshi Kasana said, “As athletes, the power of supporters is a force which helps us be our strongest self. In moments of uncertainty, fans can unleash the best of ourselves, enabling us to rise against all odds.”
Ritu Sharda, Chief Creative Officer Ogilvy India (North), said, “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. And that’s the emotion we wanted to capture with this new Thums Up campaign. Utha Thums Up, Jagaa Toofan.”
The advertising initiative will use a 360-degree marketing strategy, utilising multiple platforms to reach and engage consumers including television, digital, print, and OOH. The company has produced a series of films that depict the tale of the athletes’ momentous voyage to Paris.