Thums Up launches ‘Taane Palat De’ campaign as a salute to Indian athletes and teams up with Tokyo 2020 Paralympics


Thums Up, a Coca-Cola beverage brand, has partnered with the Tokyo 2020 Paralympic Games, hosted in Tokyo from August 24 to September 5. According to the company, Thums Up aims to raise awareness and recognise the true heroes of Tokyo 2020 who continue to defy several barriers despite the challenges.

Furthermore, Thums Up has launched an Ogilvy-conceived marketing campaign – #TaanePalatDe. To keep the audiences engaged with the Tokyo 2020 Paralympic Games and the Indian participants, the showcasing effort includes videos, relevant visuals, and social media images.

Mariyappan Thangavelu (High jump), Sakina Khatun (Powerlifting), Suyash Yadav (Swimming), Navdeep (Javelin throw), Sumit Antil (Javelin throw), and Avani Lekhara (Shooting) are part of the campaign. The video campaign highlights those athletes eternal courage as well as their ability to push forward in the face of adversity. TV, digital platforms, out-of-home, and in-store enactments have all been used to give the 360-degree campaign.

‘This strategic partnership is our way of standing in solidarity and saluting the sheer grit and determination of these athletes who have come from different walks of life but showcase the same heroism against all odds and challenges,’ said Arnab Roy, vice president and head of marketing for Coca-Cola India and South-West Asia. “As an extension of the Olympic Association, we treat the Paralympians at parity with any other athlete fighting their naysayers and representing India at this global sporting event,” he added.

“This year, India is sending the largest-ever contingent to the Tokyo 2020 Paralympic Games, and all 54 athletes have a unique story of resilience and defying all odds and social taboos. I am very hopeful that we are going to create history this time. Brands like Thums Up are coming forward to provide a platform for our Paralympians to tell their stories and provide the nation a chance to celebrate their journey and uplift their spirits,” Deepa Malik, president, Paralympic Committee of India, stated.

#TaanePalatDe is a salute to the heroes of Team India who have overcome all difficulties to represent India at the Tokyo 2020 Paralympic Games in Japan, according to Sukesh Nayak, chief creative officer, Ogilvy India. “With this campaign, we are saluting their courage to #PalatDe all the naysayers who had only one thing to give them, Taanas,” he added.


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