Thums Up has rolled out a campaign ‘Utha Thums Up, Jagaa Toofan’ (Thums Up Can Wake Up A Storm) for the upcoming Paris 2024 Olympic and Paralympic Games.

Conceptualised by Ogilvy, the campaign which consists of a film is based on the idea that the motivating effect of a ‘thumbs up’ on athletes encourages them to give their best performance. Featuring athletes such as Sift Kaur Samra, Lovlina Borgohain, Nikhat Zareen, Rubina Francis, and Sakshi Kasana, the film illustrates a series of narratives and visual storytelling, showcases real-life moments where athletes relive the power of a thumbs-up. It depicts how athletes are ‘toofans’ themselves, and how they inspire the nation to trust in their inner strength.

What we think about it: Effectively harnesses the expressive power of a simple gesture, capturing national pride and motivation. The compelling visual storytelling and real-life athlete narratives make it a captivating tribute to perseverance and strength.

Sumeli Chatterjee, senior category director, sparkling flavours, Coca-Cola India, and South-West Asia, said, “We are thrilled to be a part of India’s Olympics and Paralympics dream. The power-packed performances of our athletes in global sports over the past four years have filled us with immense pride. Paris 2024 will be a historic occasion, and we are honoured to support our athletes in their journey. We truly believe a simple gesture of a thumbs-up can make any moment a powerful turning point - not only for athletes but for everyone. This gesture, paired with the iconic Thums Up brand, reflects the spirit of tenacity and unwavering determination." 

Ritu Sharda, chief creative officer, Ogilvy India (North), said, “There is great power in one thumbs up. It can awaken a storm inside you, and lift you just when you are about to give up. Now imagine, what a billion thumbs up can do. This Olympics, we are sending our athletes to strike thunder with the power of a billion thumbs up. And that’s the emotion we wanted to capture with this new Thums Up campaign. Utha Thums Up, Jagaa Toofan.”