Thums Up Unveils 'Utha Thums Up, Jagaa Toofan' Campaign for Paris 2024 Olympics

Thums Up, the billion-dollar homegrown beverage brand under The Coca-Cola Company, has launched a new campaign titled 'Utha Thums Up, Jagaa Toofan' in anticipation of the Paris 2024 Olympic and Paralympic Games. The campaign highlights the inspirational power of a simple 'thumbs up' gesture, encouraging athletes to deliver their best performances. It reflects the brand's support for Indian athletes, whom it describes as dynamic 'toofans' inspiring the nation to trust in their inner strength.

As an official global partner for the 2024 Games, Thums Up continues its longstanding tradition of supporting both able-bodied and para-athletes who represent India's talent on the international stage. The campaign features prominent athletes such as Sift Kaur Samra, Lovlina Borgohain, Nikhat Zareen, Rubina Francis, and Sakshi Kasana. The accompanying film captures real-life moments where these athletes experience the uplifting power of a 'thumbs up.'

Sumeli Chatterjee, Senior Category Director of Sparkling Flavours at Coca-Cola India and South-West Asia, expressed the brand's excitement about supporting India's Olympic and Paralympic aspirations. She emphasized the campaign's message that a simple thumbs-up gesture can be a powerful turning point for athletes and others, embodying the spirit of tenacity and determination.

Athletes featured in the campaign shared their thoughts on its impact. Sift Kaur Samra expressed gratitude for the support, noting that knowing people are cheering for them with a thumbs-up bolsters their courage to perform at their best. Lovlina Borgohain, a boxer, highlighted the significance of encouragement during tough matches, while Nikhat Zareen spoke about how the gesture fuels her determination in the ring. Rubina Francis and Sakshi Kasana echoed these sentiments, emphasizing the role of supporters in helping athletes overcome challenges and unleash their full potential.

Ritu Sharda, Chief Creative Officer of Ogilvy India (North), elaborated on the campaign's creative vision, emphasizing the transformative power of collective support from a billion thumbs-up gestures. The campaign aims to inspire the nation's athletes to strike thunder in Paris with this support.

The 'Utha Thums Up, Jagaa Toofan' campaign will be promoted through a comprehensive 360-degree marketing approach, including television, digital, print, and out-of-home channels. The brand has also produced a series of films documenting the athletes' inspiring journeys to Paris, capturing the essence of their historic endeavors.