New Delhi, July 2022: Thums Up, Coca-Cola India’s first billion-dollar homegrown brand, has unveiled a new campaign commemorating 75 years of India’s in- dependence. 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 its courage, Govt has computerized all services of the department.
In a bid to improve citizen services in the transport department, the government has computerized all the services of the department. Citizens are provided with services by following the Citizen’s charter. 59 citizen services- es are made online with a provision to make online payments and a slot system is followed for all services. All services of the Department are made online. On average 33,000 transactions take place from the hospital during the second wave of Covid, and he continues to remain un- traceable. The family, which ran from pillar to post, is not content with the compensation offered by the Uttar Pradesh government. Taking into consideration this scenario, the Supreme Court directed the Uttar Pradesh government to conduct a proper investigation into the matter and submit a report in two months. On Wednesday, a bench, headed by Chief Justice N.V. Ramana and comprising Justices Krishna Murari and Hima Kohli, said: “We are of the opinion that proper investigation has to be completed in the matter and the status report is filed. We direct the petition- ers – state of UP – to conduct perseverance & enduring strength that made them overcome all odds which came their way. With a compelling message and creative visualization, 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 of 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.
Announcing the new campaign, Tish Condeno, Sr. Director, Sparkling Flavors Category, Coca-Cola India and Southwest Asia said, “As one of the iconic homegrown brands of India, Thums Up has always stood for values of strength and resilience. Thums Up’s 2021 #PalatDe Campaign, in partnership with the Olympics & Paralympic Games, gained immense love and appreciation. This year, Thums Up celebrates 75 resilient years of India’s Independence, with a special #PalatDe campaign about the many hands that have been building India.
We are proud to partner with multiple in- spiring individuals from India who have made the country immensely proud over the years – Sourav Ganguly, Avani Lekhara, and Nikhat Za- reen, among many others.” Speaking about the new campaign, Sourav Ganguly, former Indian national cricket team captain and current President of BCCI, said, “I have been proud to be associated with Coca-Cola India as the brand’s ambassador since 2017. Today, I am elated to be a part of Thums Up’s new campaign #Har- HaathToofan, which beautifully marks the celebration of India’s 75 years of independence.” The gripping #Har- HaathToofan film has been conceptualized by Ogilvy. Commenting on the creative insight be- hind the campaign, Ritu Sharda, Chief Creative Officer, Ogilvy India North, adds, “For the last 75 years, whenever the naysayers have doubted India’s potential, the hands of the nation have come forward and done a #PalatDe, turned them upside down. Thums Up is one of the nation’s most iconic brands and has the famous ‘thumbs up’ hand as its symbol. So, on this occasion of 75 yrs of Independence, we’re proud to transform this hand to the many hands that are Toofani. And it comes together beautifully in our campaign #HarHaath- Toofan.” The campaign will adopt a 360-degree marketing approach, leveraging multiple touchpoints for optimizing reach and consumer engagement, including television, digital, print, and unique OOH, in the run-up to Independence Day. The brand, as part of the campaign, will also unveil six short films pro- moted on digital media encompassing the iconic journey India has had.
