Coca-Cola Launches Thums Up Campaign in India Celebrating the Real Heroes

A new Olympics campaign from Coca-Cola in India highlights Toofan wahi jo sab palat de – the upside-down Thums Up bottle as a symbol that celebrates the challenger spirit.

This year in Japan marks the county’s 100th year of participation at the Olympic Games, the Coca-Cola-owned Thums Up brand aims to salute the real heroes of the Olympic Games in a film via Ogilvy India celebrating athletes who overcame tremendous odds to reach where they are today.


“Completely turning the conversation upside down, it’s a game-changer that takes the brand a notch higher,” said Sukesh Nayak, Chief Creative Officer – Ogilvy India. “We believe it very well captures the emotion of the nation when it comes to the Olympic athletes, our real heroes.”

“All of us have faced these naysayers, telling us what we can and can’t do,” said Ritu Sharda, Chief Creative Officer – Ogilvy India (North).

“The emotion is real and relatable. And that’s why we think the idea is going to cut through the masses and turn into a cheer-storm for our athletes. Of course, the idea lives beyond a campaign and is a personal statement for anyone to say ‘Palat De’ to any challenge.”

“Consumers are at the heart of Coca-Cola’s beverage portfolio,” said Arnab Roy, Vice President and Head-Marketing, Coca-Cola India and SouthWest Asia.

“The company is acutely attuned to their preferences and continuously looks at innovative ways to connect people with our brands. Our partnership is a statement of empowerment, and our intent is to instill the ‘thunder’ of hope and strength amongst our consumers. The new upside-down Thums Up bottle is a visual symbol of resilience that people showcase in their daily lives, against all odds.”


Client: Coca Cola India
Agency: Ogilvy India (North)
Chief Creative Officer, Ogilvy India: Sukesh Nayak
Chief Strategy Officer, Ogilvy India: Prem Narayan
Vice Chairperson & Chief Client Officer India: Hephzibah Pathak
Chief Creative Officer, Ogilvy India (North): Ritu Sharda
Creative Team: Preeti Koul, Shailender Mahajan, Kingshuk Dey, Rishi Pandey, Vishal Yadav,Vikrant Bisht, Surbhi Rathee, Srikanta Behera
Planning Team: Rohitash Srivastava, Pritish Mukherjee
Account Management Team: Atif Rahman, Priyanka Walia, Rohit Sachdev, Saumya Sahni, Tarni Sharma
Director: Shashanka Chaturvedi
Production House: Good Morning Films

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