Tag: Vice President and Head-Marketing

Business

Thums Up partners with Mohammed Siraj

Sep 21, 2021 by Rekha Nair 0 Comments #Apni Pace Se, #Arnab Roy, #Chief Creative Officer, #Coca-Cola India and Southwest Asia, #India Ka Game#PalatDe, #Mohammed Siraj, #Ogilvy India, #Sukesh Nayak, #Vice President and Head-Marketing

New Delhi: After celebrating the ‘Toofani’ spirit with #PalatDe and #TaanePalatDe campaigns at Tokyo Olympics and Paralympic Games 2020, Thums Up, Coca-ColaIndia’s home-grown brand,celebrates the grit and determination of the Indian fast bowler – Mohammad Siraj, through its #PalatDe campaign. This is in continuation to Thums Up’s partnership with ICC (International Cricket Council) as an exclusive non-alcoholic beverage partner. Through this association, Thums Up showcases its longstanding commitment to sports and narrates thestories of hard-work and dedication of real heroes.

Announcing the partnership, Arnab Roy, Vice President and Head-Marketing, Coca-Cola India and SouthWest Asia said, “The Coca-Cola Company has been thelongest corporate partner of the Olympic Games and our recent associations with the Paralympic Games and theICC World Cup, underscore the company’s philosophy of endeavoring to be a part of the joyous moments and occasions of its consumers. The ability of Cricket to create unique and memorable moments makes it a robust platform for us to connect with sports fans around the globe. We are elated to welcome Mohammed Siraj, one of the best bowlers in the world on this exciting journeywith us. It is inspiring to witness how extraordinary people like Siraj have overcome real life challenges and risen to become a beacon of national pride. Such inspirational stories resonate with the spirit of the brand.”

Speaking about the partnership, Mohammed Siraj, said, “I am humbled to be associated with Thums Up and to have been offered this platform to showcase my life journey and experiences. This association is close to my heart as it brings out our common goal of inspiring Indians to push their boundaries and achieve the unthinkable. I am certain that this partnership will evoke the natural connect with cricket fans and showcase the resilience and hard work that players coming from varied backgrounds, put in to overcome their challenges andrepresent the country.”

Through this campaign, Thums Up aims to showcase the arduous journey of Mohammed Siraj, who despite his humble background and challenges of everyday life, stays true to his roots to become one of the best bowlers and aninspiration for the youth of the country. Thecampaign is shot inHindi and Teluguand is a touching tribute to Mohammed Siraj’s life and struggles as well as his commitment to achieve his dreams.The campaignwill also give viewers a chance to meet Mohammed Siraj along with chances to win other exciting prizes. The video campaign effectively aligns with Thums Up’s brand message of ‘real heroism’, resilience and strength against the backdrop of the inspirational tagline – Apni Pace Se, India Ka Game#PalatDe.

Sukesh Nayak, Chief Creative Officer, Ogilvy India said, “The spirit of the brand resonates with the stories of grit, hard work and determination of our players, who overcome all hurdles to play for the country. After Olympics and Paralympics, in the third instalment of the #PalatDe campaign, we will be celebrating the victories of our cricketing heroes over their naysayers. Siraj’s story in particular is very inspiring and we are proud to partner with him and have him share his story with the world.”

Business

Thums Up Salutes the Strength and Resilience of Paralympic Athletes Supports Inclusion, Diversity in Sports with its ‘Taane Palat De’ campaign

Aug 23, 2021 by Rekha Nair 0 Comments #Arnab Roy, #Chief Creative Officer, #Coca-Cola India and South West Asia, #Dr (h.c.) Deepa Malik, #Ogilvy India, #Padma Shri Khel Ratna Arjuna Awardee, #Sukesh Nayak, #The Coca-Cola Company, #Vice President and Head-Marketing

New Delhi: After celebrating real heroism with #PalatDe campaign at Tokyo Olympics 2020, The Coca-Cola Company’s home-grown brand – Thums Up, has now become the first FMCG brand to partner with the Tokyo 2020 Paralympic Games. Through this partnership, Thums Up aims to encourage inclusion and salute the real heroes of Tokyo 2020 who continuously strive to break the glass ceiling despite the challenges and are now representing India at this prestigious global sporting event. The Tokyo 2020 Paralympic Games will be held in Tokyo from August 24 to September 5.

The Coca-Cola Company has a long history of sponsoring major sporting events around the world. Through an eight-decade association, it is the longest continuous corporate partner of the Olympic Games. This year marks the beginning of the brand’s association with the Paralympic Games. These associations with sporting events underscore the company’s philosophy of endeavoring to be a part of the joyous moments and occasions of its consumers.

Announcing the partnership, Arnab Roy, Vice President and Head-Marketing, Coca-Cola India and South West Asia said, “We are extremely proud of this strategic partnership with Tokyo 2020 Paralympic Games and the Paralympic Committee of India, it 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. 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.”

Speaking about the partnership, Dr (h.c.) Deepa Malik, Padma Shri Khel Ratna Arjuna Awardee, the first Indian woman to win a medal at the Paralympic Games and President – Paralympic Committee of India, said, “My journey of Ability Beyond Disability has been that of breaking stereotypes & myths around disability. The partnership with Thums Up is a step forward in that direction. 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 & 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. Thums Up is walking the talk by instilling values of diversity and inclusion through this association with our athletes, treating them at parity with the Olympians.”

Paying homage to the arduous journey of the athletes and saluting their sporting excellence, Thums Up will also be unveiling a high decibel marketing campaign. The campaign includes a series of videos and other related visuals for digital and social media to keep the audiences connected with the Tokyo 2020 Paralympic Games and the Indian athletes. The campaign will feature 6 athletes including Mariyappan Thangavelu (High jump), Sakina Khatun (Powerlifting), Suyash Yadav (Swimming), Navdeep (Javelin throw), Sumit Antil (Javelin throw), and Avani Lekhara (Shooting). The video campaign effectively brings out the undying resilience of these athletes and their strength to persevere in the face of challenges. Battling everyday odds, the protagonists are seen wearing the ‘taunts’ they received every day from people, on their T-shirts against the backdrop of the inspirational tagline – #TaanePalatDe. The motivating tone of the film perfectly complements Thums Up’s brand message of ‘real heroism’.

Sukesh Nayak, Chief Creative Officer, Ogilvy India said “#TaanePalatDe is our ode to the heroes of Team India who have overcome all odds to represent India at the Tokyo 2020 Paralympic Games in Japan. With this campaign we are saluting their courage to #PalatDe all the naysayers who had only one thing to give them, Taanas.”