Thums Up Salutes the Strength and Resilience of Paralympic Athletes

 Supports Inclusion, Diversity in Sports with its ‘TaanePalat De’ campaign

New Delhi, Delhi, India

After celebrating real heroism with #PalatDe campaign at Tokyo Olympics 2020, The Coca-Cola Company’s home-grown brand - Thums Up, has now become the first FMCG brand to partner with the Tokyo 2020 Paralympic Games. Through this partnership, Thums Up aims to encourage inclusion and salute the real heroes of Tokyo 2020 who continuously strive to break the glass ceiling despite the challenges and are now representing India at this prestigious global sporting event. The Tokyo 2020 Paralympic Games will be held in Tokyo from August 24 to September 5.
 
The Coca-Cola Company has a long history of sponsoring major sporting events around the world. Through an eight-decade association, it is the longest continuous corporate partner of the Olympic Games. This year marks the beginning of the brand’s association with 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.
 
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.”
 
Speaking about the partnership, Dr (h.c.) Deepa Malik, Padma Shri Khel Ratna Arjuna Awardee, the first Indian woman to win a medal at the Paralympic Games and President - Paralympic Committee of India, 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.”
 
Paying homage to the arduous journey of the athletes and saluting their sporting excellence, Thums Up will also be unveiling a high decibel marketing campaign. The campaign includes a series of videos and other related visuals for digital and social media to keep the audiences connected with the Tokyo 2020 Paralympic Games and the Indian athletes. The campaign will feature 6 athletes including MariyappanThangavelu (High jump), Sakina Khatun (Powerlifting), Suyash Yadav (Swimming), Navdeep (Javelin throw), SumitAntil (Javelin throw), and AvaniLekhara (Shooting). The video campaign effectively brings out the undying resilience of these athletes and their strength to persevere in the face of challenges. Battling everyday odds, the protagonists are seen wearing the ‘taunts’ they received every day from people, on their T-shirts against the backdrop of the inspirational tagline - #TaanePalatDe. The motivating tone of the film perfectly complements Thums Up’s brand message of ‘real heroism’.
 
Sukesh Nayak, Chief Creative Officer, Ogilvy India said “#TaanePalatDe is our ode to the heroes of Team India who have overcome all odds to represent India at the Tokyo 2020 Paralympic Games in Japan. With this campaign we are saluting their courage to #PalatDe all the naysayers who had only one thing to give them, Taanas.”
 
TVC can be viewed here:

•  https://www.youtube.com/watch?v=-HTYgkM-pYM

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 

Thoughtful Gifts for Your Loved Ones With Happilo

Bangalore, Karnataka, India 

Indian tradition is filled with festivity, celebration, family ties & bonds, happiness, cheer, and several occasions to pick out the perfect festive gifts. Happilo India, India’s leading gourmet healthy snacking brand is steadfastly gaining popularity as Indian consumer’s go-to solution for all things festive. Gifting loved ones has never been easier, with their newly launched website (www.happilo.com), along with their online channel partners. The brand has been recently putting its ardent focus on its D2C vertical, and subsequent expansions.
 
Their personalized hampers assure that individuals will be able to put together their most favoured products, with a variety of combinations to choose from. With their recently launched e-commerce website, they provide consumers with an array of nuts, dry fruits, berries, trail mixes, etc. With the festive season right around the corner, starting with Onam & Raksha Bandhan, moving towards Ganesh Chaturthi, Navaratri, Dussehra, Dhanteras, Diwali, Bhai Dooj, and going right till the New Year, consumers will surely be keeping their keen eye out for the perfect gift to present their family members.
 
Why Happilo?
 
Happilo Celebration gifting starts from just INR 225/- and goes upwards till approximately INR 2999/-; the brand has ensured that it covers the entire gifting spectrum. For every health-conscious, nutrient wary individual, Happilo has products that are rich in Nutrition Value, with Zero added Preservatives, Zero Trans Fat, No added Oil, Gluten-Free and Vegan, with No added Colour, and with High Protein and Fibre.
 
The shift from processed snacks to healthy bite-sized treats is where Happilo comes in. With several households moving towards healthy alternatives to daily snacks, gourmet brands in the healthy snack space are gaining traction. Capitalizing on the ‘Snackification’ movement, where individuals prefer to consume smaller, lighter snack-sized meals, instead of a heavy breakfast, lunch, and dinner – healthy brands are witnessing a rise in the number of consumers. The myth that dry fruits and nuts are solely for individuals from the middle class and upwards is being busted owing to brands like Happilo making their products easily accessible and viable for individuals, no matter their economic status.
 
Happilo’s range of gifts in the hampers are exotic, and the finest quality of produce is sourced nationally as well as internationally. New, exclusive, and premium products like masala cranberries, healthy nut mix, super mix berries, green raisins, green pistachios, Turkish apricots, and masala mix fruits, are among a few of the many products that are included in these gift hampers.
 
With these healthy snack packs making a wonderful gift for relatives, friends, and loved ones alike, Happilo has worked towards making their products extremely accessible for every consumer, spanning the length and breadth of the entire nation. With online deliveries beginning directly through their newly launched website, as well as through more than 40 channel partners, 5,000+ modern retail and general trade stores, the brand intends to reach 50,000+ stores in the coming year. Their e-commerce expansion within national boundaries with premium resellers like Amazon, Flipkart, Jio Mart, as well as their brick & mortar expansion in franchise stores like Wellness has increased the daily footprint and imprint of the brand by 10-fold.
 
The organization keeps the highest hygiene standards at its forefront and intersperses technology in all postproduction processes to ensure the highest grade of produce reaches the end consumer. With no human contact throughout the supply chain, Happilo aims at expanding manufacturing and distribution units as well. Sourcing the finest ingredients from around the globe, each specialized for the specific region, the brand brings exquisite products to the Indian subcontinent while sourcing the best produce from Indian farmers as well.
 
Vikas Nahar, Founder of Happilo stated, “We want the masses in India to have access to the best produce sourced nationally as well as internationally. The festive season in India is important for every family, and keeping that in mind, we have aimed to curate every festive box and gift hampers to the best standards.”
 
Rajiv Singh, Head of Marketing commented, “Being a part of individuals' stories and memories is the best sort of involvement a brand can have with its consumers. With Happilo continuously working on engagement campaigns and consumer handshakes, we believe these tiny gestures of personalization make all the difference.”
 
Happilo aims to curate special memories, and moments in their consumers’ lives, on celebratory occasions and in their daily life as well. The brand is working on innovative campaigns and inciting messages for their consumers, to feel more connected with one another during these unprecedented times. For every occasion, Happilo offers consumers unprecedented service, quality and consistency, and unparalleled quality.