Thums Up launches 'Utha Thums Up, Jagaa Toofan' for Paris 2024
The campaign emphasizes how a 'thumbs up' motivates athletes, encouraging them to deliver their best performance and highlighting its powerful effect on their determination and effort
Sumit Rawat
Thums Up, the iconic homegrown beverage brand under The Coca-Cola Company, proudly announces its latest campaign, "Utha Thums Up, Jagaa Toofan," in anticipation of the upcoming Paris 2024 Olympic and Paralympic Games. This campaign centers on a simple yet powerful idea: the motivating effect of a ‘thumbs up’ on athletes, which encourages them to deliver their best performance.
Our athletes are dynamic ‘toofans’ in their own right, inspiring the nation to trust in their inner strength. However, becoming a champion is not an overnight process. Each time an athlete encounters a setback or feels a moment of hesitation, a simple thumbs-up from supporters, coaches, friends, and family helps them regain confidence and continue pursuing victory. This essence is precisely what the campaign aims to capture.
As part of The Coca-Cola Company's longstanding partnership with global sports events, Thums Up is committed as the official global partner for the 2024 Olympic and Paralympic Games. Thums Up has consistently supported and cheered for the perseverance, courage, and determination of both able-bodied and para-athletes who represent India's talent on the world stage. The campaign film features inspiring athletes such as Sift Kaur Samra, Lovlina Borgohain, Nikhat Zareen, Rubina Francis, and Sakshi Kasana. Through compelling narratives and visual storytelling, the film showcases real-life moments where athletes experience the empowering effect of a thumbs-up.
Commenting on the campaign, Sumeli Chatterjee, Senior Category Director, Sparkling Flavours, Coca-Cola India, and South-West Asia, expressed, “We are thrilled to be a part of India’s Olympic and Paralympic dreams. The outstanding 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 honoured to support our athletes on their journey. We truly believe a simple gesture like 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."
Sharing her thoughts on the campaign, Sift Kaur Samra said, “I’m humbled to be 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 added, “It’s a pleasure to be associated with Thums Up. As 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 commented, “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 acknowledging the importance of support and belief in athletes like us.”
Rubina Francis noted, “Thums Up's campaign sparks resilience and unity, showing how a simple gesture can inspire us to give our best shot.”
Sakshi Kasana reflected, “As athletes, the power of supporters is a force that helps us be our strongest selves. In moments of uncertainty, fans can unleash the best in us, enabling us to rise against all odds.”
Ritu Sharda, Chief Creative Officer at Ogilvy India (North), shared her perspective, “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-ups can do. This Olympics, we are sending our athletes to strike thunder with the power of a billion thumbs-ups. That’s the emotion we wanted to capture with this new Thums Up campaign, 'Utha Thums Up, Jagaa Toofan.'”
The campaign will employ a 360-degree marketing approach, utilizing various channels to reach and engage consumers, including television, digital platforms, print, and out-of-home advertising. The brand has created a series of films that vividly capture the athletes' stories and their historic journey to Paris.
