New Delhi, Delhi, India: After celebrating the ‘Toofani’ spirit with #PalatDe and #TaanePalatDe campaigns at Tokyo Olympics and Paralympic Games 2020, Thums Up, Coca-Cola India’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 the stories of hard-work and dedication of real heroes.
Announcing the partnership, Arnab Roy, Vice President and Head-Marketing, Coca-Cola India and South West Asia said, “The Coca-Cola Company has been the longest corporate partner of the Olympic Games and our recent associations with the Paralympic Games and the ICC 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 journey with 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 and represent 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 an inspiration for the youth of the country. The campaign is shot in Hindi and Telugu and is a touching tribute to Mohammed Siraj’s life and struggles as well as his commitment to achieve his dreams. The campaign will 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.”
TVC can be viewed here – https://www.youtube.com/watch?v=OA5L0P_JLxQAbout The ICC
The ICC is the global governing body for cricket. Representing 106 members, the ICC governs and administrates the game and is responsible for the staging of major international tournaments including the ICC Men’s World Cup and Women’s World Cup and the ICC Men’s and Women’s T20 World Cups as well as all associated qualifying events.
The ICC presides over the ICC Code of Conduct which sets the professional standards of discipline for international cricket, playing conditions, bowling reviews and other ICC regulations. The Laws of the game remain under the auspices of the MCC.
The ICC also appoints the umpires and referees that officiate at all sanctioned Test matches, One Day International and Twenty20 Internationals. Through the Anti-Corruption Unit it coordinates action against corruption and match fixing.
The ICC Development department works with Associate Members to improve the quality of international cricket, build better cricket systems, get more people playing cricket and grow the game.
About Coca-Cola India
Coca-Cola in India is one of the country’s leading beverage companies, offering a range of healthy, safe, high-quality, refreshing beverage options to consumers. Since its re-entry in 1993, the company has been refreshing consumers with its beverage products – Coca-Cola, Coca-Cola No Sugar, Diet Coke, Thums Up, Thums Up Charged, Thums Up Charged No Sugar, Fanta, Limca, Sprite, Sprite Zero, Maaza, VIO flavoured milk, Minute Maid range of juices, Minute Maid Smoothie and Minute Maid Vitingo, Georgia range of hot and cold tea and coffee options, Aquarius and Aquarius Glucocharge, Schweppes, smartwater, Kinley and Bonaqua packaged drinking water and Kinley Club Soda. The Company along with its owned bottling operation and other bottling partners, through a strong network of over 2.6 million retail outlets, touches the lives of millions of consumers, at a rate of more than 500 servings per second. Its brands are some of the most preferred and most sold beverages in the country, with Thums Up and Sprite being the top two selling sparkling beverages.
The Coca-Cola India system provides direct employment to 25,000 people and indirect employment to more than 150,000 people. The Coca-Cola system in India is contributing in its own small way to building sustainable communities through community initiatives under World Without Waste, Fruit Circular Economy, water stewardship, women empowerment, and many others.
For further information on the company’s India operations and its products, please visit: www.coca-colaindia.com and www.hccb.in
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