As an ode to the athletes and their arduous journey towards this pinnacle of sporting excellence, Thums Up has unveiled a creative and innovative marketing campaign.
In the face of these challenges, the protagonists show the naysayers world a ‘thumbs down’ by turning an empty ThumsUp bottle upside down against the backdrop of the inspirational tagline – Toofan wahi jo sab #Palat De (the real storm is one that turns everything upside down). The uplifting tone of the campaign perfectly complements ThumsUp’s repositioned brand message of resilience and real heroism of everyday people.
A Thums Up bottle has always had a logo of a thumb in the upwards direction, signifying positivity and growth. However, in the ‘Palat De’ campaign, the Thums Up bottle’s thumb points in the opposite direction. It is like a strong reply to all the doubters and critics who question the individuals chasing their dreams.
The ‘Palat De’ campaign aims to motivate the dream-chasers so much that they continue on their paths without paying heed to any person’s opinion. Ultimately, the ones who show the thumbs down to others are the ones who emerge as champions.
It also conveys an important story of defiance. India’s top athletes have overcome multiple adversities to be at the pinnacle of the sport and ThumsUp’s campaign perfectly captures this quality. The thick skin, the brave heart and the never-give-up spirit is the hallmark of an Indian athlete
The Indian Olympians did not have to face the challenges from their competitors but also from their families and the society to reach the level where they can compete with the world’s best. As ThumsUp’s ad campaign ‘Palat De’ suggests, those who can overcome all problems and reach the top are the real champions.
Here is such a motivating story of Indian Olympian Bajrang Punia who said Palat De and conquered all odds to fulfill his dreams.
Hailing from a low-income family living in the rural part of Haryana, Bajrang Punia always had a passion for wrestling. He would skip school to go for wrestling practice. Bajrang’s father was the one who took him to a wrestling school. However, not everyone took him seriously and treated him as a kid. Outside the arena, Bajrang wrestled the concerns raised on his technique.
However, he worked hard day in and day out to overcome the odds and become one of the top wrestlers in India. Having won a gold medal at the Asian Games and the Commonwealth Games, Bajrang is one of the top contenders for a medal in the 65 kg freestyle wrestling category of Tokyo Olympic 2020.
For more #PalatDe stories and exciting Olympic updates – head straight to ThumsUp’s Instagram handle!