75 years India’s independence – Sourav Ganguly Thums Up: Thums Up, Coca-Cola India’s homegrown brand, has unveiled a new campaign commemorating 75 years of India’s independence. The campaign #HarHaathToofan presents an ode to inspirational people whose hands have built India over the years. The campaign highlights stories of inspirational Indians – Sourav Ganguly, Nikhat Zareen, Avani Lekhara: Follow Sports Business News Updates with InsideSport.IN
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Sourav Ganguly Thums Up: The #HarHaathToofan campaign features inspirational stories of athletes like Sourav Ganguly, former Indian national cricket team captain and current President – BCCI.
Ganguly instilled self-belief & fearlessness in the Indian cricket team taking it to new heights of victory.
Avani Lekhara: She is first Indian woman to win a gold medal at the Paralympics. She fired her way to the top, despite losing her legs in an accident when she was 11 yrs old.
Nikhat Zareen: Indian Boxer and IBA Women’s World Boxing 2022 gold medalist. She became a world champion by showcasing great endurance and fortitude in a sport, which was traditionally considered masculine.
Speaking about the new campaign, Sourav Ganguly, former Indian national cricket team captain and current President – BCCI, said,
“I have been proud to be associated with Coca-Cola India as the brand’s ambassador since 2017. Today, I am elated to be a part of Thums Up’s new campaign #HarHaathToofan. It beautifully marks the celebration of India’s 75 years of independence.”
The new campaign by the brand is an extension under its #PalatDe umbrella. That campaign was initially unveiled last year during Thums Up’s worldwide partnership with the Olympic and Paralympic Games Tokyo 2020.
Announcing the new campaign, Tish Condeno, Sr. Director, Sparkling Flavors Category, Coca-Cola India and Southwest Asia said,
“As one of the iconic homegrown brands of India, Thums Up has always stood for values of strength and resilience.
“Thums Up’s 2021 #PalatDe Campaign, in partnership with Olympics & Paralympic Games, gained immense love and appreciation.
“This year, Thums Up celebrates 75 resilient years of India’s Independence, with a special #PalatDe campaign about the many hands that have been building India.
“We are proud to partner with multiple inspiring individuals from India who have made the country immensely proud over the years – Sourav Ganguly, Avani Lekhara, and Nikhat Zareen, among many others.”
The gripping #HarHaathToofan film has been conceptualized by Ogilvy.
The campaign will adopt a 360-degree marketing approach. It will leverage multiple touchpoints for optimizing reach and consumer engagement. This includes television, digital, print and unique OOH, in the run-up to Independence Day.
The brand, as part of the campaign, will also unveil six short films promoted on digital media encompassing the iconic journey India has had.
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