Chandigarh, (Gurpreet) : Thums Up, Coca-Cola India’s first billion-dollar 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 – who are the true beacons of our nation’s pride. Through this campaign, the brand celebrates their courage, perseverance & enduring strength that made them overcome all odds which came their way. With a compelling message and creative visualisation, Thums Up aims to evoke deep patriotism amongst the audience. The campaign adopts a powerful animated storytelling style, which seeks to inculcate feelings of pride and devotion, in the citizens of the country.
The #HarHaathToofan campaign features inspirational stories of athletes like Sourav Ganguly, former Indian national cricket team captain and current President – BCCI, who instilled self-belief & fearlessness in the Indian cricket team taking it to new heights of victory ; Avani Lekhara, first Indian woman to win a gold medal at the Paralympics, firing her way to the top, despite losing her legs in an accident when she was 11 yrs old ; and Nikhat Zareen, Indian Boxer and IBA Women’s World Boxing 2022 gold medalist, who became a world champion by showcasing great endurance and fortitude in a sport, which was traditionally considered masculine. The new campaign by the brand is an extension under its #PalatDe umbrella, which was initially unveiled last year during Thums Up’s worldwide partnership with the Olympic and Paralympic Games Tokyo 2020.