Thums Up has rolled out a new ad film with India's double Olympic medal winner and shooter, Manu Bhaker. The film is a part of its campaign, ‘Utha Thums Up, Jagaa Toofan’ for the ongoing Paris 2024 Olympic and Paralympic Games.

Conceptualised by Ogilvy, the campaign is based on the premise that a simple ‘thumbs up’ has the effect of motivating individuals to ignore naysayers and detractors and give their best performance. 

The film showcases a young Bhaker being introduced to guests at home by her father. Upon knowing that the young girl has won a medal in shooting, one of the guests remarks that a gun does not befit girls, implying that it is not right for girls to take up  a sport like shooting.

This statement has a demoralising effect on the young athlete, however, she takes it in her stride and persists at what she excels at, which is shooting. She is encouraged in her pursuit by those around her who continue to showcase their approval by giving her a 'thumbs up'.

What we think about it: The film leverages the current popularity and fame of Bhaker, who has captured the nation's attention with her feat of winning two medals at the ongoing Games. It also delivers an important message about not being cowed down by one's detractors, and instead, focusing only on the positives.