NEWS HIGHLIGHTS

  • Thums Up – an Indian brand from the Coca-Cola beverage portfolio – will be unveiling a creative and innovative marketing campaign.
  • This will entail a series of video content along with marketing stories for digital and social media.
  • The content will share a glimpse of the stories of struggle of the athletes – Bajrang Punia (wrestler), Manu Bhaker​ (shooter), Vikas Krishna Yadav (boxer), Deepika Kumari (archery), Atanu Das (archery), among others.

Tuesday, July 6, 2021, New Delhi, India: The Coca-Cola Company’s home-grown brand – Thums Up, has announced its worldwide partnership with the Olympic Games to be held in Tokyo, later this month. As India enters its 100th year of participation at the Olympic Games, Thums Up aims to celebrate and salute the real heroes of the Olympic Games – athletes who overcame tremendous odds to reach where they are today. Thums Up – an Indian brand from the Coca-Cola beverage portfolio, has come to the forefront and partnered with a major global event like the Olympic Games.

The Coca-Cola Company has a long history of sponsoring major sporting events, organizations, and projects around the world. Through its eight-decade long association, it is the longest continuous corporate partner of the Olympic Games. Other sporting partnerships include four decades with FIFA and nearly 25 years with World Cup Rugby. These long associations with sporting events underscore the Company’s philosophy of endeavoring to be a part of their consumers’ lives and their passions.

Announcing the partnership, Arnab Roy, Vice President and Head-Marketing, Coca-Cola India and Southwest Asia said, “The Olympic Games is a global event shared by more than a billion people across genders, generations, and cultures. In line with our long history of partnering with major sporting events globally, our strategic partnership with the Olympic Games Tokyo 2020, not only reinforces our long-standing commitment to refresh sports fans and enhance our consumers’ experiences but is also our way of standing in solidarity and saluting the exemplary courage that the real people – the athletes, have displayed. We wish athletes from India and worldwide all the best!”

As an ode to the athletes and their arduous journey towards this pinnacle of sporting excellence, Thums Up will be unveiling a creative and innovative marketing campaign. This will entail a series of video content along with marketing stories for digital and social media which will keep the audiences connected with the Olympic Games in real-time. As part of the campaign, special athlete packaging will be rolled out that will give consumers a chance to own a piece of history. The content will share a glimpse of the stories of struggle of the athletes – Bajrang Punia (wrestler), Manu Bhaker​ (shooter), Vikas Krishna Yadav (boxer), Deepika Kumari (archery), Atanu Das (archery), and the Indian Shooting Team who battled everyday odds but still retained the faith and strength to persevere and become heroes in the real world. In the face of these challenges, the protagonists show the pessimistic world a ‘thumbs down’ by turning an empty Thums Up bottle upside down against the backdrop of the inspirational tagline – Toofan wahi jo sab #PalatDe (the real storm is one that turns everything upside down). The uplifting tone of the campaign perfectly complement Thums Up’s repositioned brand message of resilience and real heroism of everyday people.

Arnab Roy, further added, “Consumers are at the heart of Coca-Cola’s beverage portfolio. 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.”

Speaking about the campaign, Sukesh Nayak, Chief Creative Officer, Ogilvy India said, “Toofan Wahi Jo Sab #PalatDe – the upside down Thums Up logo is an idea that celebrates the thunder inside, the resilience and the fierce challenger spirit. This campaign truly reflects the mood of not just the athletes representing India at the Olympic Games but the entire nation. Every bottle in the hand of every consumer is now also their voice to ‘Palat’ all the naysayers who say what they can’t or shouldn’t do.”

Commenting on this milestone, Ashish Aggarwal, CEO, VA-YU, said, “This is for us and for our future generations, we deserve clean air. It is a matter of pride for us to achieve 20 Lac Kilometres in such a short period of time. We have created a service that has great ease of use and convenience for users, and there is high acceptability in the market for it. The significant saving of fuel, as well as the safety and the environmental impact of the service, has a lot of resonance with the residents of the city. We are looking at further expansion and more kilometres notched up in the next financial year.”

VA-YU currently offers sanitized and disinfected scooters to consumer doorsteps at an affordable cost. In the past year and a half across two lockdowns, VA-YU has an asset utilisation of 97% and downtime of less than 1% i.e. almost the entire fleet is always running and with the customers. VA-YU offers a range of plans from one week to 6 months and these plans start from as little as INR 950/- for a week and is all-inclusive of taxes, insurances, home delivery of the scooter and maintenance and repair at the users home. Booking can be done via its app or via phone and the service is available in Delhi/NCR. VA-YU provides safe, sustainable, mobility solutions for both businesses and individuals.

VA-YU has made it a mission to combat air pollution in highly polluted cities like Delhi by moving petrol Km’s into electric Km’s. The zero-emission, fully electric VA-YU scooter is custom-built for city commutes as well as for delivery segments. It incorporates the latest made in India EV drive train and is equipped with swappable batteries that allow it to go up to 70 km on a single charge. Integrated GPS technology and AI-enabled data analytics allow VA-YU to understand users behaviours and customise its offerings.

VA-YU is currently available in Delhi NCR but plans to expand exponentially in the coming months by increasing the fleet size to 15000 in the next 1 year, establishing battery swapping services amongst other plans and starting fleet services in Tier-I and Tier-II cities in India.\

Source: PR