Thums Up pays a befitting tribute to the paralympic athletes who shattered the glass ceiling against all odds

When we talk about heroes, we often talk about their extraordinary strength, grit, and confidence. They appear to us as the undisputed champions who always return home victorious. However, there’s more to these heroes than what appears to the eye. Beneath their wins are the series of trials, tests, and setbacks that they tirelessly endured to reach where they are. One of the finest examples of this spirit of courage is exhibited by paralympic athletes who shatter the glass ceiling despite physical limitations. Take for instance the Indian paralympic contingent that has been proving its mettle and breaking records in many recent games. After defeating some of the biggest champions across the world, these paralympians are now at the Tokyo 2020 Paralympic Games, with 54 athletes competing across nine sports.

To celebrate the iron-willed determination of the Indian paralympic squad and to cheer for them at this prestigious global event, Thums Up- Coca-Cola’s home-grown brand, has partnered with the Tokyo 2020 Paralympic Games that is being held from August 24 to September 5. Through this partnership, Thums Up envisions to encourage inclusion and pay a befitting ode to the real heroes of Tokyo 2020 who continuously strive to break the glass ceiling despite the challenges. Paralympians not only have to struggle because of their physical limitations but also have to fight taunts from people who dismiss their capabilities as athletes. Right from their early days, their athletic prowess is questioned and they have to fight prejudice along with the physical challenges while they reach out to fulfill their dreams. Keeping in mind this rollercoaster journey that paralympians undertake, Thums Up’s campaign has been aptly titled #TaanePalatDe and it aims to drive home the fact that grit is always bigger than the taunts that come one’s way.

This high decibel marketing campaign pays homage to the arduous journey of paralympic athletes through a powerful video that highlights the never ending resilience and perseverance of these athletes. With a gritty poem running as the background narration, the video presents the protagonists wearing the ‘taunts’ they received every day from people, on their T-shirts against the backdrop of the inspirational tagline - #TaanePalatDe. This tone perfectly highlightsThums Up’s brand message of ‘real heroism’. The video features 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 #TaanePalatDe campaign also includes a series of videos and other related visuals for digital and social media related to the Tokyo 2020 Paralympic Games and the Indian athletes, ensuring that we celebrate these athletes at every step of their journey.


Watch the video here:

Extending support to these star paralympians through the #TaanaPalatDe campaign was Dr. (h.c.) Deepa Malik, one of India’s bravest paralympic athletes who fought through the odds. Malik, who has been in a wheelchair since 1999 because of a spinal tumor, is the first Indian woman to win a medal at the Paralympic Games, President of Paralympic Committee of India, and a winner of Khel Ratna and Arjuna Awards. Here’s what she tweeted for the bravehearts in Tokyo:


Talking about the #TaanePalatDe campaign, she 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.”

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.”

Thums Up’s association with the Tokyo 2020 Paralympic Games makes Coca-Cola the first FMCG brand to partner with this highly prestigious sporting event. However, this isn’t the first time the brand is sponsoring a big event like this one. Coca-Cola has an eight-decade association with the Olympic Games and is its longest continuous corporate partner. 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. The brand also celebrated real heroism with its #PalatDe campaign at Tokyo Olympics 2020.