Institute of Marketing Communications India®

Thums Up becomes the first FMCG brand to partner with Paralympic Games with #TaanePalatDe campaign

Thums Up celebrates the excellence of Paralympians with their new ad campaign #TaanePalatDe. The ad film showcases six Indian Paralympic athletes, Mariyappan Thangavelu (High jump), Sakina Khatun (Powerlifting), Suyash Yadav (Swimming), Navdeep (Javelin throw), Sumit Antil (Javelin throw), and Avani Lekhara (Shooting). Some of the common taunts they face have been mentioned on their jerseys and the film conceptualized by Ogilvy shows how they choose to overcome all challenges and still win in their life.

With this, the Coca-Cola Company’s brand Thums Up now becomes the first FMCG brand to partner with the Tokyo 2020 Paralympic Games. Coca-Cola already has an eight-decade association with Olympic Games but for Paralympic Games, this is the first time.

Sukesh Nayak, chief creative officer, Ogilvy India, said, “As a physically challenged person trying to do something extraordinary, the kind of taunts that he or she faces, is something that we found as a common insight. So, being taunted for trying to achieve the impossible was something that was common across all of them. Our thought was because you believe in yourself, the naysayers don't have a chance to succeed. Hence, #PalatDe became #TaanePalatDe.”

Arnab Roy, vice president and head - marketing, Coca-Cola India and South West Asia commented on the partnership saying, “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.”


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