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<ul><li>Thums Up launches a new advertisement with <keyword id="2894849" type="General" weightage="100" keywordseo="vijay-deverakonda" source="Orion">Vijay Deverakonda</keyword> of Arjun Reddy fame.</li><li> The action-packed campaign, conceptualized by Ogilvy, featuring the South superstar builds on Thums Up’s distinctively strong taste and experience.</li></ul>Thums Up, <keyword id="6385848" type="General" weightage="20" keywordseo="coca-cola-india" source="Orion">Coca-Cola India</keyword>’s homegrown brand, teams up with the new face of action, Vijay Deverakonda to present the new campaign for the brand. The action-packed campaign featuring the South superstar, builds on Thums Up’s distinctively strong taste and experience. Thums Up has been saluting the heroes who have overcome tremendous odds to reach where they are today. The brand stays committed with its deep association with the Olympic, Paralympic Games and cricket, and continued partnerships with Indian athletes. This new campaign exemplifies the brand’s core values of displaying unwavering tenacity in the face of adversity while bringing forth uninterrupted entertainment through a delightful display of action. <div type="Youtube" id="piXtNKq1ROg" title="Thums Up తూఫాను" thumbUrl="https://i.ytimg.com/vi/piXtNKq1ROg/mqdefault.jpg"></div> Commenting on the new campaign Sumeli Chatterjee, Head - Integrated Marketing Experiences (IMX), Coca-Cola India said, “Thums Up is uniquely loved for its strong taste and our continued commitment to celebrate courage to strive for our dreams. This #ThumsUpStrong campaign builds on its intrinsic (product) differentiator of strong taste, as it urges the audiences to believe in their inner strength to aim for their #PalatDe moments. The ‘never back down’ attitude of Thums Up is aptly woven into the emotion of Toofan (thunder) and depicted through the upside-down bottle action.” The brand is excited to present to its audience, the new face of action Vijay Deverakonda in a campaign that is fast-paced and adventurous. Having showcased his acting prowess with super successful films like Arjun Reddy &amp; Geetha Govindam, and awaiting the big release of Liger this year, Vijay Deverakonda forays into deep action territory with Thums Up. The campaign proclaims ‘Soft Drink nahin, Toofan’ as it aims to connect with millions of Indians who are truly resilient, rise above all challenges that cross their paths, work hard to overcome all odds, to become heroes in their own fields. Vijay Deverakonda, star of the new <keyword id="12140592" type="General" weightage="20" keywordseo="thums-up-campaign" source="Orion">Thums Up campaign</keyword>, said, “Thums Up holds a special place in my heart. Growing up, it was always my go-to beverage. Hot summers, play through the day, drink Thums Up, Refresh... The fizzy and strong taste of this drink is unparalleled and was the best pairing with Biryani. I am excited to be the new face of Thums Up, a brand that continues to stand for hard work, determination, agility and resilience.” <keyword id="2811220" type="General" weightage="20" keywordseo="sukesh-nayak" source="Orion">Sukesh Nayak</keyword>, Chief Creative Officer, Ogilvy India says, “The big idea to land strong drink for me is the repositioning of the commonly used word ‘soft drink’. An iconic brand like Thums Up which stands for the ‘never give up attitude’ deserved a separate word to be called out as, hence, ‘soft drink nahi, toofan’. Vijay stands for toofan and we are thrilled to have him partner with us to bring this idea to life in full on toofani style.” "If you’re a Thums Up lover, and most of us are, you know it’s anything but ‘soft’. So we’ve pulled it out of the soft drink category and put it in a category of its own: its ‘soft drink nahin, TOOFAAAAAAN’! The distinct strong taste of Thums Up, the toofaan that it creates needed an equally toofani face to it. So whistle podu for the much loved ‘rowdy’ Vijay Deverakonda. A toofan for the toofan!" says, Ritu Sharda, Chief Creative Officer, Ogilvy India (North) The adrenaline-fueled campaign which shows Deverakonda fighting against his captors to emerge victorious, will be brought to life via an integrated campaign across TV, social, digital, OOH and build interactive campaigns with audiences allowing the fans to participate in the storytelling.

Vijay Deverakonda wows audiences with his action-packed stunts in Thums Up’s new campaign

<ul><li>After many years, Shah Rukh Khan is seen in his imitable action-hero avatar, performing breathtaking stunts on top of a train, which is pure delight for the fans.</li><li>The campaign is conceptualised by Ogilvy. </li></ul><keyword id="109079" type="General" weightage="100" keywordseo="thums-up" source="Orion">Thums Up</keyword>, Coca-Cola India’s homegrown brand, partners with India’s beloved ‘hero’ - Shah Rukh Khan, to present the #ThumsUpStrong platform. Conceptualised by Ogilvy, the campaign celebrates the coming together of Thums Up and Shah Rukh Khan. After many years, SRK is seen in his imitable action-hero avatar, performing breathtaking stunts on top of a train, which is pure delight for the fans. <div type="Youtube" id="s42gsntYWgg" title="Shah Rukh Khan | Soft Drink Nahin, Toofan." thumbUrl="https://i.ytimg.com/vi/s42gsntYWgg/mqdefault.jpg"></div> Celebrating the key milestone of becoming one-billion-dollar brand, Thums Up launches the new campaign that builds on its distinctive strong taste that is loved by drinkers since inception. Thums Up has deep partnership with the Olympic Games, Paralympic Games and cricket, and salutes the spirit of real heroes who stay true to their determination to achieve their dreams and challenge every odd that life throws at them. Teaming up with King Khan, the brand amplifies this core vale and adds an action-packed cinematic storytelling with SRK portraying both reel and real-life hero in the ad-film. Commenting on the new campaign Sumeli Chatterjee, Head - Integrated Marketing Experiences (IMX), Coca-Cola India &amp; Southwest Asia said, “Thums Up is a 45-year young brand that has always inspired millions to stay committed to their dreams. When we launched #PalatDe last year, the upside-down bottle of Thums Up became symbolic of the #PalatDe spirit - turning down every naysayer who cast a doubt on your ability. Building on this platform, we are thrilled to team up with Mr. Shah Rukh Khan to tell the story of the #ThumsUpStrong spirit. The strong unique taste of the brand is naturally weaved into strength as an emotion, that urges the drinkers to stay strong and believe in their dreams.” In the new campaign, Shah Rukh Khan asserts ‘Soft Drink Nahin, Toofan’ as he implores the audiences to stay resilient and strong in pursuit of their dreams. SRK repeats the upside-down bottle action of #PalatDe, which is now the Thums Up’s signature style to turn down the naysayers. Shah Rukh Khan, face of the new Thums Up campaign, said, “I am exhilarated to be representing India’s most iconic brand – Thums Up, as it resonates perfectly with my perspective of never giving up, irrespective of the many challenges life may throw at us. It is this attitude which transforms each one of us into a hero in our own fields. This campaign is truly special for me, as it gave me the chance to perform some really cool stunts and action sequences which I thoroughly enjoyed.” The campaign will be brought to life via an integrated campaign across TV, social, digital, shopper and OOH. Ritu Sharda, Chief Creative Officer, Ogilvy India (North) said, “Thums Up is not a soft drink, its toofaan. And as Thums Up moves out from the soft drink category to a category of its own, we partnered with the biggest toofan to talk about this move. With signature toofani stunts and thrills, this is SRK on a train but like never before.” Sukesh Nayak, Chief Creative Officer, Ogilvy India says, “A toofaan is stirred when the King of Bollywood joins hands with the ‘Soft drink nahi, toofaan’ called Thums Up. We are very thrilled to have SRK as our partner, on this exciting journey of reinventing this iconic brand.”

Shah Rukh Khan performs stunts on top of a train for Thums Up's new advertisement

<ul><li><keyword id="109079" type="General" weightage="80" keywordseo="thums-up" source="Orion">Thums Up</keyword> partners with <keyword id="1807915" type="General" weightage="100" keywordseo="mohammed-siraj" source="Orion">Mohammed Siraj</keyword>.</li><li>Its advertisement with Siraj 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.</li></ul>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 (<keyword id="46227" type="General" weightage="20" keywordseo="International-Cricket-Council" source="Orion">International Cricket Council</keyword>) as an exclusive non-alcoholic beverage partner. It aims to celebrate Indian athletes and their stories of hard-work and dedication of real heroes. <div type="Youtube" id="OA5L0P_JLxQ" title="Mohammad Siraj | Asalaina Toofan Dennaina Thalakindulu Chesevalle" thumbUrl="https://i.ytimg.com/vi/OA5L0P_JLxQ/mqdefault.jpg"></div> 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. <keyword id="2811220" type="General" weightage="20" keywordseo="sukesh-nayak" source="Orion">Sukesh Nayak</keyword>, Chief Creative Officer, <keyword id="531122" type="General" weightage="20" keywordseo="ogilvy-india" source="Orion">Ogilvy India</keyword> 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.”

Thums Up's latest ad celebrates the grit and determination of Indian fast bowler Mohammad Siraj

<ul><li><keyword id="109079" type="General" weightage="80" keywordseo="thums-up" source="Orion">Thums Up</keyword> has launched its latest campaign titled <keyword id="37998" type="General" weightage="100" keywordseo="toofan" source="Orion">Toofan</keyword> featuring <keyword id="1627109" type="General" weightage="20" keywordseo="jasprit-bumrah" source="Orion">Jasprit Bumrah</keyword>.</li><li>The campaign is a continuation of its earlier PalatDe campaign. </li><li>The campaign has been conceptualized by <keyword id="531122" type="General" weightage="20" keywordseo="ogilvy-india" source="Orion">Ogilvy India</keyword>.</li></ul>Thums Up, Coca-Cola India’s home-grown and fast-growing brand, has launched a new action-packed campaign ‘Toofan’ with Jasprit Bumrah by leveraging the brand’s distinct association with its strong taste and experience. <div type="Youtube" id="4v-tUZwMumw" title="Jasprit Bumrah | Soft drink nahi, TOOFAN." thumbUrl="https://i.ytimg.com/vi/4v-tUZwMumw/mqdefault.jpg"></div> There can be no better time, than new year, to remind consumers of the exciting and adventurous Thums Up drink experience. Thums Up has become synonymous with courage, bravery, victory, and authentic communication over the last few years making its way to the hearts of millions of Indians. Its latest Toofan campaign is aimed at inspiring audiences to reach their ‘PalatDe’ moments by teaming their strong, unshakeable belief systems and undying spirits with the strong taste of Thums Up. At the end of the TVC, Jasprit Bumrah reverses the bottle of Thums Up which correlates with its recent #PalatDe and #TaanePalatDe campaigns at Tokyo Olympics and Paralympic Games 2020 and its strong association with sports. “Thums Up has always been a loved beverage by our consumers for its strong taste and experience, which has been the core differentiator in the category. In continuity with our partnership with the Toofan of our Indian Cricket Team - Jasprit Bumrah who is known for his pace, strength and resilient attitude on the field , this new campaign offers a strong execution idea - ‘Soft Drink nahi, Toofan’, said <keyword id="12984390" type="General" weightage="20" keywordseo="tish-condeno" source="Orion">Tish Condeno</keyword>, Senior Category Director Sparkling Flavours , Coca-Cola India and Southwest Asia.” Speaking about its strong partnership with Thums Up, India’s favorite fast bowler, Jasprit Bumrah said, “I am thrilled to partner with a brand like Thums Up which echoes my personal philosophy to a great extent. The brand is always experimenting with newer ways of communicating with its consumers in a bold fashion which resonates with me. I feel that the new Toofan campaign encourages taking on every challenge with a growth mindset and bold approach while reinforcing a ‘never give up’ attitude.” Commenting on the campaign, <keyword id="2811220" type="General" weightage="20" keywordseo="sukesh-nayak" source="Orion">Sukesh Nayak</keyword>, Chief Creative Officer, Ogilvy India says, “The big idea to land strong drink for me is the repositioning of the commonly used word ‘soft drink’. An iconic brand like Thums Up which stands for the ‘never give up attitude’ deserved a separate word to be called out as, hence, ‘soft drink nahi toofan’. From the day we thought of this idea, we all knew that this can be huge and we were thrilled to see all our partners react with same excitement when they heard about the core thought. A big shout out to my team and Bob, who have truly brought this idea to life with an execution that is bold and powerful. This is a big idea and Jasprit is the first part of it, so watch out for some more toofani action coming soon.” “Thums Up is such a loved brand. And if you love Thums Up , you know it’s anything but ‘soft’. Seeing Thums Up sit in the ‘soft drink’ category just felt wrong. So with this work, we’ve taken the opportunity to correct that. And turn some perceptions upside down. ‘Soft drink nahin, Toofaaaaaan’: in a category of its own, that’s Thums Up!! And co-creating this with our partners at Coca-Cola and Good Morning Films has been nothing less than an awesome Toofan,” shared <keyword id="2961221" type="General" weightage="20" keywordseo="Ritu-Sharda" source="Orion">Ritu Sharda</keyword>, Chief Creative Officer, Ogilvy India (North). The Coca-Cola Company has a long history of sponsoring major sporting events, and partnering with the best players worldwide. These associations underscore the company’s philosophy of endeavoring to be a part of the joyous moments and occasions of its consumers. The new campaign will be brought to life through a TV commercial and with creative digital interventions as well.

Thums Up launches a new campaign 'Toofan', featuring Jasprit Bumrah

<ul><li>This year marks the beginning of Coca-Cola's association with Paralympic Games.</li><li>The Coca-Cola Company’s home-grown brand - <keyword id="109079" type="General" weightage="20" keywordseo="thums-up" source="Orion">Thums Up</keyword>, has now become the first FMCG brand to partner with the <keyword id="4602281" type="General" weightage="20" keywordseo="tokyo-2020-paralympic-games" source="Orion">Tokyo 2020 Paralympic Games</keyword>. </li></ul>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, <keyword id="6385848" type="General" weightage="20" keywordseo="coca-cola-india" source="Orion">Coca-Cola India</keyword> 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.” <div type="Youtube" id="-HTYgkM-pYM" title="Toofan wohi hai jo #TaanePalatDe" thumbUrl="https://i.ytimg.com/vi/-HTYgkM-pYM/mqdefault.jpg"></div> 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 &amp; 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 &amp; 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 Mariyappan Thangavelu (High jump), Sakina Khatun (Powerlifting), Suyash Yadav (Swimming), Navdeep (Javelin throw), Sumit Antil (Javelin throw), and Avani Lekhara (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’. <keyword id="2811220" type="General" weightage="20" keywordseo="sukesh-nayak" source="Orion">Sukesh Nayak</keyword>, 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.”

Tokyo 2020 Paralympic Games' first FMCG partner, Thums up, salutes the strength and resilience of Paralympic Athletes in latest campaign

<ul><li><keyword id="109079" type="General" weightage="20" keywordseo="thums-up" source="Orion">Thums Up</keyword> partners with Jasprit Bumrah.</li><li>Continues the #PalatDe movement with ICC Men’s <keyword id="44040" type="General" weightage="20" keywordseo="T20-World-Cup" source="Orion">T20 World Cup</keyword>.</li></ul> Thums Up, <keyword id="6385848" type="General" weightage="20" keywordseo="Coca-Cola-India" source="Orion">Coca-Cola India</keyword>’s home-grown brand, has partnered with ICC (International Cricket Council) as an exclusive non-alcoholic beverage partner. After celebrating real heroism with #PalatDe and #TaanePalatDe campaigns at Tokyo Olympics and Paralympic Games 2020, Thums Up continues to narrate stories of strength, resilience and heroism through its association with ICC Men’s T20 World Cup and the Indian fast bowler – Jasprit Bumrah. The <keyword id="12017319" type="General" weightage="20" keywordseo="ICC-Mens-T20-World-Cup-2021" source="Orion">ICC Men’s T20 World Cup 2021</keyword> will take place in UAE and Oman from 17 October till 14 November. The Coca-Cola Company has a long history of sponsoring major sporting events around the world. The Coca-Cola Company has an eight-decade-long association with Olympics, four decades with the FIFA and nearly 25 years with World Cup Rugby. 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. <div type="Youtube" id="qsjyzj6pdF4" title="Jasprit Bumrah | Toofan jo sab #PalatDe" thumbUrl="https://i.ytimg.com/vi/qsjyzj6pdF4/mqdefault.jpg"></div> Announcing the partnership, Arnab Roy, Vice President and Head-Marketing, Coca-Cola India and South West Asia said, “Cricket is a shared passion and one of the most popular sports connecting over a billion Indian fans, across gender, generations and cultures. In-line with our history of partnering with global sporting events and our association with the Tokyo Olympics and Paralympics 2020, our strategic partnership with ICC, reinforces our commitment to refresh viewers and enhance their entertainment experiences. The brand continues to pay an ode to the hard work, determination and overcoming of multiple challenges by our players to represent India at such prestigious sporting events. We are proud to welcome Jasprit Bumrah, one of the best fast bowlers in the world, to the Thums Up family. His struggles and life journey embodies the spirit of the brand and will resonate with sports fans around the world.” Speaking about the partnership, Jasprit Bumrah, said, “I am absolutely delighted to be associated with Thums Up and providing a platform to players to share their journeys and give the nation a chance to celebrate their achievements and uplift their spirits. The brand is focused on associating with global sporting events and saluting the strength and heroism of real people - the players. I believe this is an ideal partnership that brings out the natural connect with cricket fans and showcases the resilience and hard work that players coming from varied backgrounds, put in to overcome their challenges and represent our country.” Through this campaign, Thums Up aims to showcase the arduous journey of Jasprit Bumrah, who against all odds and undesirable opinions, stays committed and rises up to the occasion, by becoming one of the best bowlers in the world. The campaign also features a similar video which showcases the story of Mohammed Siraj, the Indian fast bowler. It includes a series of videos and related visuals for digital and social media to keep the audiences connected with the ICC Men’s T20 Word Cup. The campaign will also give viewers a chance to meet Jasprit Bumrah and 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. <keyword id="2811220" type="General" weightage="20" keywordseo="sukesh-nayak" source="Orion">Sukesh Nayak</keyword>, Chief Creative Officer, <keyword id="531122" type="General" weightage="20" keywordseo="ogilvy-india" source="Orion">Ogilvy India</keyword> said, “We love cricket and we admire the grit, hard work and determination of our players, who overcome everything 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”

Thums Up partners with Jasprit Bumrah for ICC Men’s T20 World Cup 2021

<ul><li><keyword id="109079" type="ENTERTAINMENT" weightage="20" keywordseo="Thums-up">Thums Up</keyword> has announced its worldwide partnership with the Games to be held in Tokyo this year and come up with a campaign titled Toofan wahi jo sab #PalatDe.</li><li>We find out all there is to know about the association from <keyword id="169468" type="PERSON" weightage="20" keywordseo="Arnab-Roy">Arnab Roy</keyword>, Vice President and Head-Marketing, <keyword id="6385848" type="UNKNOWN" weightage="20" keywordseo="Coca-Cola-India">Coca-Cola India</keyword> and SouthWest Asia.</li></ul>In India’s 100th year of participation at the <keyword id="6450929" type="UNKNOWN" weightage="20" keywordseo="olympic-games">Olympic Games</keyword>, home-grown cola brand Thums Up has announced its worldwide partnership with the Games to be held in Tokyo this year. For years, the Coca-Cola Company, of which Thums Up is a part, has sponsored major sporting events across the world. In fact, it has had an eight-decade long association with the Olympic Games. As a part of Thums Up’s association this year, the brand has come up with a campaign, comprising a series of videos along with marketing stories for digital and social media to help keep the audiences connected with the Olympic Games in real-time. As part of the campaign, the brand will roll out special athlete packaging. The content will bring out stories of struggle of our Olympians - Bajrang Punia (wrestler), Manu Bhaker(shooter), Vikas Krishna Yadav (boxer), Deepika Kumari (archery), Atanu Das (archery), and the Indian Shooting Team who battled everyday odds to reach where they are today. The thought behind the campaign is to show a ‘thumbs down’ to these challenges, to rid the world of the pessimism. The campaign’s tagline is Toofan wahi jo sab #PalatDe (the real storm is one that turns everything upside down). For years, Thums Up’s communications have been about machismo, we have often seen actors jump from the top of buildings or parachutes, something a lot of us might not relate to. However, with its new campaign, Thums Up has repositioned its brand message, to celebrate everyday heroes. The campaign has been conceptualized by <keyword id="531122" type="COMPANY" weightage="20" keywordseo="Ogilvy-India">Ogilvy India</keyword>. <div type="Youtube" id="7vTaeraq9HU" title="Toofan wahi jo sab #PalatDe" thumbUrl="https://i.ytimg.com/vi/7vTaeraq9HU/mqdefault.jpg"></div> We caught up with Arnab Roy, Vice President and Head-Marketing, Coca-Cola India and SouthWest Asia, to get a sense of what the brand’s partnership with Olympics Games would entail, and the thought behind this repositioning of its brand messaging. Excerpts: <cmsannotation type="cmsannotation" annotationid="Q) Tell us a bit about Thums Up’s new brand ideology? How does it tie up with the journey of the Olympics athletes?" text="Q) Tell us a bit about Thums Up’s new brand ideology? How does it tie up with the journey of the Olympics athletes?">Q) Tell us a bit about Thums Up’s new brand ideology? How does it tie up with the journey of the Olympics athletes?</cmsannotation> For long, Thums Up has been known not only for its wide availability but also for its strong taste, association with physical strength and resilience to overcome challenges. While the core value of the brand will remain the same, we see an opportunity to evolve from the the sense of physical strength it has been associated with, to ‘real world heroism. We believe the time is now for this change – India needs to celebrate its real heroes more than ever before given all the challenges the country has been through in the last 18 months. Real heroes have emerged across – and the values of resilience, grit and determination have helped to push us through. We see a reflection of this heroism across all our Indian athletes on their way to the games and it was critical to celebrate their stories. <cmsannotation type="cmsannotation" annotationid="Q) For years, Thums Up communications, like you mentioned, have inherently been about physical strength and machismo, about an adrenaline rush. Your campaigns, even till a few months back, was primarily about jumping off buildings and parachutes. Is that line of communication/advertising still as relevant today as it was perhaps in the 80s and 90s?" text="Q) For years, Thums Up communications, like you mentioned, have inherently been about physical strength and machismo, about an adrenaline rush. Your campaigns, even till a few months back, was primarily about jumping off buildings and parachutes. Is that line of communication/advertising still as relevant today as it was perhaps in the 80s and 90s?">Q) For years, Thums Up communications, like you mentioned, have inherently been about physical strength and machismo, about an adrenaline rush. Your campaigns, even till a few months back, was primarily about jumping off buildings and parachutes. Is that line of communication/advertising still as relevant today as it was perhaps in the 80s and 90s?</cmsannotation> The Coca-Cola Company is the oldest standing partner of the Olympic Games since 1928 and has helped celebrate the core values of the Olympic Games such as respect, courage, determination, inspiration, and equality. In this particular year in India, the need to portray these values has never been more important -real people, who overcame tremendous odds to become real heroes to represent the tri-color at Tokyo 2020. The association signals a step in a new direction for the brand as it celebrates and salutes the resilience of real heroes of life. <cmsannotation type="cmsannotation" annotationid="Q) How important is mindfulness and empathy for a brand like Thums Up?" text="Q) How important is mindfulness and empathy for a brand like Thums Up?">Q) How important is mindfulness and empathy for a brand like Thums Up?</cmsannotation> We believe brands and their advertising need to be highly empathic in such challenging periods. Credible, authentic communication will help win hearts at the end of the day and hopefully drive a base of loyal consumers. <cmsannotation type="cmsannotation" annotationid="Q) What does your marketing plan for this year’s Olympic Games look like?" text="Q) What does your marketing plan for this year’s Olympic Games look like?">Q) What does your marketing plan for this year’s Olympic Games look like?</cmsannotation> As part of our strategic partnership with the Olympic Games Tokyo 2020, we will be unveiling a creative and innovative marketing campaign. Apart from all the video content and the special Olympic Games-themed packaging, the campaign will include physical and virtual events, insights into the stories of these athletes along with branded and user generated content. All of these will enable fans and viewers to be connected with the Olympic Games in real time. The campaign includes multiple digital and electronic slots for amplification during the months of July and August, in key markets of Andhra Pradesh, Maharashtra, West Bengal, Karnataka and Orissa, among others. <cmsannotation type="cmsannotation" annotationid="Q) As a brand, are you looking at this as a long-term association, not just as a way of endorsing these athletes but also helping them, and others on their journeys, since we know so many athletes in India, while having immense talent, are not able to keep up with sports due to economic reasons?" text="Q) As a brand, are you looking at this as a long-term association, not just as a way of endorsing these athletes but also helping them, and others on their journeys, since we know so many athletes in India, while having immense talent, are not able to keep up with sports due to economic reasons?">Q) As a brand, are you looking at this as a long-term association, not just as a way of endorsing these athletes but also helping them, and others on their journeys, since we know so many athletes in India, while having immense talent, are not able to keep up with sports due to economic reasons?</cmsannotation> The Coca-Cola Company has been a partner with the Olympic Games since 1928 and we believe that it is important to keep supporting the future of the Olympic Movement. We are working on several ways to support athletes around the world and in India and hopefully should announce more detailed plans soon. <cmsannotation type="cmsannotation" annotationid="Q) As a brand, what do you want to stand for in this new world order?" text="Q) As a brand, what do you want to stand for in this new world order?">Q) As a brand, what do you want to stand for in this new world order?</cmsannotation> Thums Up wants to celebrate the resilience of ordinary and extraordinary heroes alike. In the face of challenges, disbelievers and naysayers, we believe these heroes, just like the Indian athletes, remain fueled by physical strength as well as mental resilience to turn things around, overcome roadblocks and achieve their goals. <cmsannotation type="cmsannotation" annotationid="Q) Do you think the recent incident with Ronaldo will have an impact in terms of consumption in India too, considering the younger populace is already health-conscious and players like Ronaldo are a youth icon and their actions mean a lot for young sports lovers?" text="Q) Do you think the recent incident with Ronaldo will have an impact in terms of consumption in India too, considering the younger populace is already health-conscious and players like Ronaldo are a youth icon and their actions mean a lot for young sports lovers?">Q) Do you think the recent incident with Ronaldo will have an impact in terms of consumption in India too, considering the younger populace is already health-conscious and players like Ronaldo are a youth icon and their actions mean a lot for young sports lovers?</cmsannotation> Globally, Coca-Cola offers over 500 brands in more than 200 countries and territories. In pursuit of our goal to become a Total Beverage Company, we constantly strive to offer a complete range of beverages to meet rapidly evolving consumer needs and preferences. While offering the core portfolio in all geographies, we also focus on providing nutritious, refreshing, affordable products formulated and designed for local preferences and diverse consumers. We see pick up for all benefits sought by consumers and we are there with them, all the way. We are focusing on expanding in five category clusters — Sparkling, Energy, Juice/dairy/plant-based, water/enhanced water/sports drinks and Ready-to-drink coffee and teas — to include more low- and no-sugar options and drinks in emerging categories. Our agenda is to create a ‘value’ proportion for ‘every consumer’ so that more and more Indians buy Coca-Cola products. We believe that everyone is entitled to their drink preferences as people have different tastes and needs. Players are offered water, alongside a choice of beverages during events and press conferences to cater to a variety of “tastes and needs”. A balanced lifestyle is key to successful weight-management. Food and beverages with calories, including soft drinks, can be enjoyed in moderation as part of a varied diet, so long as you don’t have too much. It’s important for us to make sure that consumers have a choice, which is why we also offer a variety of great tasting beverages with reduced, low or no sugar and calories such as Coca-Cola Zero, Coca-Cola Light or Frestea Low Calories. We know some people want to manage their portions, so we offer many of our beverages in a range of sizes.

Thums Up wants to celebrate the resilience of ordinary and extraordinary heroes alike: Arnab Roy, Coca-Cola India

<ul><li>In our latest episode of BTS with Insiders, we got chatting with <keyword id="212001" type="PERSON" weightage="20" keywordseo="Agnello-Dias">Agnello Dias</keyword>, Creative Chairperson, Dentsu Aegis Network India and Co-Founder, Taproot Dentsu and <keyword id="343974" type="PERSON" weightage="20" keywordseo="Santosh-Padhi">Santosh Padhi</keyword>, Co-founder and Chief Creative Officer, Taproot Dentsu about a few campaigns close to their hearts.</li><li>They took us behind the scenes of popular campaigns like Pepsi's Change the Game and <keyword id="15491" type="COMPANY" weightage="20" keywordseo="Airtel">Airtel</keyword>'s Har Ek Friend Zaruri Hota Hai, among others.</li></ul> It was in 2009 that Agnello Dias (Aggie) and Santosh Padhi (Paddy), two people pegged as the hottest creative stars in Indian advertising came together and founded Taproot. Within just a few years of starting the agency, it boasted of an enviable roster of brands it had created campaigns for including <keyword id="54572" type="COMPANY" weightage="20" keywordseo="PepsiCo">PepsiCo</keyword>, Airtel and Bennett, Coleman &amp; Company. Three years later, Japanese advertising major Dentsu acquired a majority in the agency. Over the past 11 years, with Aggie and Paddy at the helm of affairs, the agency has come up with some memorable, powerful campaigns that have helped brands tell wonderful, engaging stories. As a part of our latest series, BTS with Insiders, we spoke to the creative duo about some of the most memorable campaigns they have created together. Here are a few of the stories they shared with us. <div type="javascript" title="Facebook" contenttype="Video"><cdata><![CDATA[]]></cdata></div> Pepsi ‘Change the Game’ campaigns We all know about the cola wars of the past when players like Pepsi, Coca-Cola and Thums Up would all try to come up with irreverent campaigns, poking fun at each other. In 2011, Pepsi was the official World Cup sponsor. It was a brand that had always stood for irreverence, and everything that was anti-authoritarian and anti-establishment. In the past, it had roasted Coca-Cola when it was the official world cup sponsor with its cheeky, ‘Nothing Official About It’ campaign. So in 2011, when it was the official sponsor, its brief was unique. It wanted to say it is the official sponsor, while also making a statement that it is proudly irreverent. “During the discussion around the campaign, we stumbled upon the insight that the game itself had become far more irreverent than it was say 15-20 years ago,” said Aggie. The agency then decided to manifest this irreverence of the game by depicting a few key shots that the newer breed of cricketers had started playing. “Once we came up with the idea, the client was perceptive enough to see its power straight up,” added Aggie. The agency came up with five films featuring star cricketers and their trademark shots - MS Dhoni’s ‘Helicopter shot’, Virender Sehwag’s ‘Upper cut’, Harbhajan Singh’s ‘doosra’, Kevin Pietersen’s‘Switch hit’ and Tillekratne Dilshan’s ‘Dilscoop’. The campaign went on to become a huge hit, so much so that Pepsi replicated the idea in other markets like Bangladesh and Sri Lanka. “It also was a very special campaign for us because it was perhaps for the first time that such a huge brand chose to work with a smaller, independent agency. It totally changed the game for us,” added Paddy with a smile. Airtel’s ‘Har Ek Friend Zaruri Hota Hai’ Before Airtel’s friendship campaign, the brand every year would come up with a campaign that would put out a world philosophy that could be appropriated by mobility, shared Aggie. “That was the time when all brands were trying to build the category, nobody was trying to take each other's market share. The brief given to us that time was that we don't see anything wrong in what we are doing by putting out a life philosophy about how the world is getting more connected except that our tone and manner is making us sound old-fashioned. The brand said that they didn’t want to become younger or exchange market shares. It just wanted to keep its philosophy, while saying it in a younger manner,” he explained. That’s how the agency thought of giving out a philosophy but not from a pulpit. The idea took birth when the agency started discussing about 3 am friends who one could turn to if someone was in trouble. And that’s how the campaign took shape. What also makes the ad memorable is the jingle created by music composer Ram Sampath, who was given the task of creating a song without using any real instrument. All the percussions in the ad come from things one might find in a classroom, including notebooks, dusters and even dustbins. The campaign went on to become a huge hit. <keyword id="6377547" type="ORGANIZATION" weightage="20" keywordseo="adidas">Adidas</keyword>’ Odds In wake of the 2016 Paralympic Games, Adidas came up with a unique initiative called ‘Odds’ where para-athletes, primarily blade runners, were given a pair of the same side footwear instead of the usual pair that is sold to consumers. The campaign spoke about the inspirational story of <keyword id="2726242" type="PERSON" weightage="20" keywordseo="Major-DP-Singh">Major DP Singh</keyword>, a Kargil war veteran who lost his leg but not his determination. “We got the insight for the ad from a simple idea. One of the kids at the agency said what if we dedicate 2 left or 2 right shoes to para-athletes? We thought it must already have been done by some brand. We were really surprised to see that it had never been done and its such an injustice on the community that for years they had to buy a pair of shoes from which they could only use 1. So we thought we had to make this larger than life,” shared Paddy. They approached Major DP Singh who agreed to be a part of the campaign and the rest, as they say, is history. Paddy also shared a life lesson that he got from Major Singh. “On the first day of the shoot, we went to the top of a mountain at 4am where he used to practice to capture the early morning sunlight. Since the spot was far from the city, we travelled for an hour. He was an army guy and wanted a proper schedule. We gave him one and told him we will finish the shoot in 2 days. The packup for the first shoot was supposed to happen at 8 or 8:30 which got delayed by an hour or so. By the end of it, he wasn’t happy and went home. And he didn’t come to the second location. When the producer tried to reach out to him he said, ‘Please tell Adidas, Taproot and Paddy that I am done with my shoot.’ We were really shocked as we had a packed schedule. So I went to his house and asked him what happened. So he said, ‘I am an army guy and I follow schedule. If your shoot was getting delayed, someone should have come and informed me. I respect time and if I respect time, you should respect me.’ I apologized and assured him that something like this never happens again. So this wasn’t just a learning for me but for everyone else who was present at the sets that day,” reminiscened Paddy. <keyword id="5709" type="COMPANY" weightage="20" keywordseo="mumbai-mirror">Mumbai Mirror</keyword> Mumbai Mirror is a tabloid from the stable of the <keyword id="6356641" type="UNKNOWN" weightage="20" keywordseo="Times-of-India">Times of India</keyword> group, a brand that Taproot had been handling for a while. The brief given to the agency for the campaign was simple, “The client said here are 6 stories we have broken, please showcase these stories. It was from there that we took the leap and said that newspaper is the voice that amplifies the voice of the oppressed. There were stories that would not make it to the national newspaper but its players like Mumbai Mirror that take these smaller oppressed voices and amplifies them,” said Aggie. Those who have watched the campaign know that it makes its point heard loud and clear. The idea was to deliberately make the campaign disturbing. “There have been opinions about why the film was so shrill, it could have been toned down. But in my opinion, when you are taking this stance it can be either disturbing or it can’t be this at all. Then it would just need to be a completely different thought. And that’s why we decided to make it that aggressive,” explained Aggie. Times of India – Farmer Suicide campaign The last campaign that the duo spoke about went on to become one of their most awarded one. Our country is no stranger to the disturbing news of farmer suicides ever year. It’s still an ongoing issue and the agency wanted to bring out the stories of these farmers who simply become a statistics every year. The agency used burnt hay to make portraits some of the farmers who had committed suicide, leaving behind families of 4-6 members. “These paintings were sold and whatever money we made out of, we gave to the family members because once the earning member of the families pass away, the others also die a slow death. This was what we did in the first year. In the second year, TOI got on board the Samaj Seva Charitable Trust. We did a TV commercial and some billboards, as a second leg of the campaign. Because of the simplicity of the campaign, it did really well. It did well for us too as we picked up a lot of awards. It looks like something made out of something but how lovingly you do it and how relevant you are, makes or breaks the campaign,” said Paddy.

BTS with Insiders: The stories behind some of Taproot Dentsu’s most iconic campaigns

<ul><li>Campa is targeting the growing market of downtraders by pricing its soft drinks attractively. </li><li>When you are drinking a cola, you are not just consuming a soft drink, you are consuming a branded experience, says Ambi Parameswaran, branding guru and author. </li><li>Campa has to get its distribution right and match the width of distribution that other colas have today, says Harish Bijoor, branding expert. </li></ul><keyword id="15793554" type="General" weightage="20" keywordseo="reliance-consumer" source="Orion">Reliance Consumer</keyword>’s Campa Cola relaunch at an invitation price of 200 ml at ₹10, and 500 ml at ₹20 – is clearly aimed at taking on rivals Coca-Cola and Pepsi head-on. Reliance is a master at disrupting existing categories with its entry level pricing and innovative marketing models. Just recall the launch of Jio’s high speed broadband mobile services in 2016 for free. The <a href="https://www.businessinsider.in/retail/news/reliance-brings-back-the-iconic-campa-beverage-brand/articleshow/98520789.cms">launch of Campa-Cola</a> is right not just from the season point of view but also because the <a href="https://www.businessinsider.in/finance/article/inflation-burns-a-hole-in-the-pockets-of-indias-lower-income-households-from-fmcg-goods-flip-flops-to-crackers-consumption-takes-a-backseat/articleshow/95536971.cms">heat of inflation has burned a hole </a>in the pockets of Indians. In the last six months, many Indians, both rural and urban, have been hit by high inflation and have been downtrading – that’s shifting to cheaper brands or even going for unbranded products. The FMCG market is in the most price-sensitive state it has even been in the last few years. Campa is targeting this growing market of downtraders, at a price that’s almost half of what other cola brands offer. “Yes, it caters to this trend,” agrees Harish Bijoor, founder of a consultancy firm, Harish Bijoor Consults, adding, “There is relevance for a lower-priced cola – a local cola with a friendly price versus an MNC cola with MNC prices.” “Penetration pricing can boost Campa’s traction among the price-sensitive Indian masses, especially in the rural markets. The aggressive pricing will magnify the impact of the relaunch amid the cost-of-living crisis, as 68% of Indian consumers are extremely concerned about the impact of inflation on their household budget,” says Bobby Verghese, consumer analyst at GlobalData. Price matters, but brand matters too Ambi Parameswaran, branding guru, author, and the former head of FCB Ulka, however, believes that it’s hard to beat established brands like Coca-Cola and Pepsi with a pricing strategy alone. “When you are drinking a cola, you are not just consuming a soft drink, you are consuming a branded experience. There have always been lower priced and local colas in the market but they found limited success. They (Reliance) will have to bring in celebrities and invest big money in marketing,” he adds. Reliance has launched Campa across three different flavours – cola, lemon and orange — which covers the entire gamut of soft drinks. “They launched one unified brand across flavours and that might work,” opines Parameswaran. Reliance also went with the slogan ‘The Great Indian Taste’ as it relaunched an iconic brand Campa which was once competitor to Parle’s Goldspot, Thums Up and Limca – the last two ended in the kitty of Coca-Cola, which made its comeback in the ‘90s. Campa, however, could not withstand the growing competition of Pepsi and Coca-Cola, and shut shop in 2000-01. After it was acquired in August last year, it’s Campa that now has a moneyed backer with marketing muscle and a giant retail footprint of 17,225 stores, offline. Reliance also retails groceries and more online and launched sales via WhatsApp six months back. It also owns a stake in Dunzo – a quick commerce retailer. “Reliance can also leverage its own offline retail and e-commerce stores to quickly narrow the gap with Coca-Cola and PepsiCo’s nationwide distribution networks and bolster Campa’s market penetration. In terms of pricing, Reliance Consumer can go toe-to-toe with multinational operators,” said Francis Gabriel Godad, business development manager, GlobalData India. Where is the footprint? Yet, the cola market is like no other FMCG brand. With the need for refrigeration and a rock solid distribution channel that Coca-Cola and Pepsi have built for years – this might be a tough act to follow if not break. “It’s not just pricing. They have to get distribution right and match the width of distribution that other colas have today. Colas retail differently – most of them are sold out of kirana stores, dhabas and others,” explained Bijoor. Reliance Retail’s footprint can drive the sales of large soda packages. “At home consumption only contributes to 20% of cola sales. The rest is purchased on-the-go,” says Parameswaran. Moreover, Pepsi and Coca-Cola have built their empires on the theory of exclusivity. For example, McDonald’s retails Coca-Cola (only) at its outlets and Burger King goes with Pepsi. In India, these brands have ‘owned’ dhabas and small-time restaurants where either of the brands’ products are retailed extensively. Since this is where most Indians eat, it also helped them make colas a part of Indian meals which matches with biryanis as easily as it does with burgers. Thanks to extensive marketing campaigns, they penetrated rural markets, killed local goli soda businesses and have become the ‘thanda’ of choice. Colas and cricket The third dimension of the cola business after price and distribution, is the ‘taste’. Even today, Thums Up is perceived as the ‘strong’ cola, with the other two colas close behind. Bijoor and Parameswaran say that with colas, it’s more about the brand than the taste and few people can recognize cola brands in a blind tasting. Yet, consumers tend to buy the brand they feel they like the most. Godad says that Campa can build a similar recall as it announced plans to launch an intensive marketing campaign at the Indian Premier League (IPL) 2023 – the cricket tournament with a viewership of over 200 million. This too is a page out of Pepsi’s playbook which has had popular brand ambassadors among cricketers like Sachin Tendulkar and more. At one point in time, it even engaged almost all of the Indian cricket squad to the 2003 world cup in South Africa including Sourav Ganguly, Rahul Dravid, Harbhajan Singh and more in its ads. Reliance Consumer intends to bring similar energy into its marketing. “Reliance’s branding activity during the (IPL) event will thereby amplify Campa’s mass-market awareness in the cricket-loving nation. Moreover, as the official sponsor of the popular ‘Mumbai Indians’ IPL team, Reliance Group can rope in popular cricketers as brand ambassadors. This is a powerful marketing strategy given that endorsements by celebrities or organizations are an essential feature that 29% of Indians actively look for when purchasing products, according to GlobalData’s 2022 survey,” says Godad. In addition to all, Reliance is also not building a ‘new brand’ either, it is bringing back an old brand with nostalgia value that still rings a bell with Gen Xers and millennials — that’ll send at least a few to try a brand they once loved. SEE ALSO <a href="https://www.businessinsider.in/business/news/millennials-want-the-security-of-their-own-roof-over-heads-finds-cbre/articleshow/98120129.cms">Millennials want the security of their own roof over heads, finds CBRE</a> <a href="https://www.businessinsider.in/business/news/healthcare-consumer-goods-minted-the-most-indian-dollar-billionaires/articleshow/98913863.cms">Healthcare, consumer goods minted the most Indian dollar billionaires</a>

Campa has to go beyond invitation price to build the brand & distribution network

<ul><li>IPL is scheduled to start on April 9 and the final match will be held on May 30.</li><li>Disney+ Hotstar, on the other hand, has onboarded 10 sponsors so far for <keyword id="10884239" type="UNKNOWN" weightage="20" keywordseo="vivo-ipl-2021">VIVO IPL 2021</keyword>. </li></ul>Star Sports, India’s leading sports broadcaster, has begun the countdown to VIVO IPL on a strong note with 14 sponsors already on board for this season. The broadcaster announced Dream11, Byjus, Phone Pe, Just Dial, Bingo, Kamla Pasand, AMFI, Frooti, Asian Paints, Thums Up, Vodafone-Idea, Mondelez, Amazon Prime, and Groww as sponsors a fortnight before the tournament. Over the years, VIVO IPL on Star Sports has been established as the best marketing platform, where various brands and categories engage with the largest base of the audience that cuts across geographies and demographics. This year, Star Sports witnessed a significant interest from multiple brand categories including Ed Tech, Fantasy Sports, FMCG, Beverages, Financial Services, Pay Wallets, Home Décor among others. “VIVO IPL is back on the Indian soil, and in its original summer window! The tournament spans across two months, giving brands the advantage to have extended engagement with their consumers and provide a platform that has the most significant brand value and recall, like no other. After the launch of our network campaign, there is high anticipation around the most awaited cricket tournament and brands are eager to capitalize on its popularity. The response from the advertisers is extremely encouraging; with only a few sponsor slots left for grabs,” said Anil Jayaraj, Executive Vice President, Star Sports. Star Sports launched the IPL campaign - #IndiaKaApnaMantra earlier this month featuring MS Dhoni in two completely new avatars. The campaign reflected the resilience, determination, and enterprise of the nation. Through the aperture of VIVO IPL, the campaign is seen saluting the attitude of a generation that is redefining conventional rules of the game to overcome seemingly insurmountable challenges. Vivo <keyword id="7866747" type="UNKNOWN" weightage="20" keywordseo="ipl-2021">IPL 2021</keyword> will broadcast LIVE on the Star Sports Network and stream on Disney+ Hotstar from April 9th, 2021 from 7.30 pm onwards across multiple languages. Select Dugout will be back on Star Sports Select with legends providing cricket enthusiasts with an in-depth analysis of each match. <div type="Article" hostid="261" msid="81429587" title="Disney+ Hotstar onboards 10 sponsors for VIVO IPL 2021; Dream11 to be the co-presenting sponsor" mstype="2" mssubtype="0"></div>

Star Sports signs 14 sponsors for VIVO IPL 2021

<ul><li>Shah Rukh Khan topped the report in 2019 and <keyword id="6354832" type="UNKNOWN" weightage="20" keywordseo="ms-dhoni">MS Dhoni</keyword> was at No. 1 in 2020.</li><li>As per IIHB’s report, Dream11 was the most spontaneously recalled brand in this year’s survey.</li></ul>Versatile actor <keyword id="106133" type="PERSON" weightage="20" keywordseo="Ranveer-Singh">Ranveer Singh</keyword> versus Captain Cool MS Dhoni? Well, both seem to have done equally well in the annual IPL ad recall research of the Indian Institute of Human Brands (IIHB) conducted ten days after the start of the League this year. The research polled 879 respondents in the age-group of 18-35 years (M=481, F=398) across India. The interviews were conducted telephonically. Dream11 was the most spontaneously recalled brand in this year’s survey, which possibly also helped enhance both the brand equity and recall of MS Dhoni who anchored the 12-ad series for the brand as its ambassador and protagonist. Jio Fiber, with multiple IPL teams featured with an effervescent Ranveer Singh gyrating with a sing-song brand message, came in second on recall in the research, also helping the celebrity endorser to considerably strengthen his personal recall. Byju’s was the most spontaneously recalled brand on the IPL last year; though its celebrity endorser Shah Rukh Khan trailed behind other celebrities. Virat Kohli, as expected, did well on recall too, and came third in the recall rankings. Salman Khan did surprisingly well in this year’s survey and came in at No. 4, ahead of Rishabh Pant, Rahul Dravid, Varun Dhawan, Alia Bhatt and Saurav Ganguly who followed in that sequence. Ajay Devgn, Sachin Tendulkar, Shikhar Dhawan, Shah Rukh Khan, Boman Irani, Kareena Kapoor, Ranbir Kapoor, Katrina Kaif, Ayushmann Khurrana and Akshay Kumar, on the other hand, had very few mentions and scored very poorly on respondent recall. There were sporadic mentions of Virender Sehwag and Priyanka Chopra too. In the last survey conducted in October 2020, MS Dhoni had the highest spontaneous recall as a celebrity endorser. Virat Kohli was a not-so-close second. Akshay Kumar was at rank 3; Ayushmann Khurrana at rank 4. “MS Dhoni and Ranveer Singh had a disproportionate share of visibility and recall in the IPL research we just conducted. This was in sync with the ultra-high recall of the brands they respectively endorse”, said Dr. Sandeep Goyal, Chief Mentor of IIHB. “It is interesting nevertheless to note that brands without celebrities like Phone Pe, Byju’s and others too have done well wherever media investments are heavy”. IIHB team used its proprietorial CELEBAR tool based on Celebrity Brand Association &amp; Recognition to assign a metric score to each celebrity and associated brand. The tool takes into account: <ul><li>Spontaneous recall of the brand</li><li>Spontaneous recall of the celebrity</li><li>Association between brand &amp; celebrity together </li><li>Recency of communication </li><li>Media weight behind campaign</li><li>Solus versus multiple brands using the celebrity</li></ul>MS Dhoni had a CELEBAR score of 87, up from 82 at the last IPL. His spontaneous recall was an unusually high 82%. His association with Dream 11 was also very constant at 79% from the last edition. He got 9% association with IPL/Star TV, 8% brand association with Indigo Paints, 6% with Orient Fans for Orient Fans and Livfast Solar. 2% recall came from SunFeast Yippee. So, most of Dhoni’s brand goodness got hijacked by Dream 11, much like last year. If Dhoni had only been endorsing Dream 11, his CELEBAR score would have been near 100, given his strong association with that one brand, to almost the relative exclusion of the other brands he endorses. Ranveer achieved a CELEBAR score of 86, empirically almost equal to that of MS Dhoni. But his association was more democratically spread with Jio Fiber at 56%, JD mart at 48%, My11 Circle at 22% and Bingo at 18%. Names of some other brands were mentioned by respondents but these were filtered out as they were not part of the IPL broadcast. Both MS Dhoni and Ranveer gained massively also on account of their main brands spending disproportionately large amounts of media monies which made them exponentially more visible than other competing celebrities. Virat Kohli trailed far behind the Top 2. His score of 45 on CELEBAR is mostly derived by his 94% association with MRF tyres. Bluestar is in low single digits on association. Salman Khan at a CELEBAR of 38, owes 82% recall to Rajshree elaichi and the balance to Pepsi. Rishabh Pant climbed up interestingly to No. 5 on the strength of his JSW appearances. Varun Dhawan had 76% of his recall from Lux Cozi and much lower from Frooti. Alia owed most of her recall also to Frooti with scattered mentions of Dark Fantasy. Interestingly, the IPL seems to be running no/few ads with Amitabh Bachchan, Akshay Kumar, Deepika Padukone, Ranbir Kapoor, and even with cricketers Rohit Sharma or KL Rahul or Hardik Pandya, or the media weightages behind those ads were too insignificant to be noticed by viewers. The Cred ad for Rahul Dravid was spontaneously recalled by 17% respondents but only 2% remembered Jackie Shroff and only 1% mentioned Kumar Sanu for the same brand. Mutual Funds (AMFI) ads had 22% recall but most respondents got the protagonists mixed up, with the most attributing the messaging to Dhoni and Kohli. Dream 11’s association with multiple cricketers was mentioned by many respondents but most were not sure if they remembered current creatives. Only the connect with MS Dhoni was unambiguous. Despite heavy media weights, Vimal elaichi ad featuring Ajay Devgn and Shah Rukh Khan had only an 8% recall. Netmeds with Kareena Kapoor and Renuka Shahane had a good 9% recall. Priyanka Chopra’s Appy Fizz and Katrina’s Slice were almost not recalled. Hema Malini managed 3% recall on Kent RO. Randhir Kapoor’s Asian Paints managed 4% while Kareena Kapoor’s and Pankaj Tripathi’s Berger creatives both got below 1%. Ayushmann was remembered by less than 1% in Urban Company. Gajaraj Rao was mentioned in less than 1% for Voltas. Unacademy featuring Sunil Gavaskar and Harsha Bhogle too scored poorly at 2%. Gamezy featuring KL Rahul got less than 1% recall. On the ads without celebrities, the most remembered were Phone Pe (32%), Byju’s (31%), Vivo (22%), One Plus (21%), Groww (20%), Upstox (20%), Kia (19%), MPL (18%), Bisleri (11%), PharmEasy (11%), Thums Up(9%), Coca Cola (6%), Renault Kiger (6%), Tata Safari (6%), Skoda (3%), Ajio (3%), Dark Fantasy (2%), LikedIn (2%), Raymond (2%) and Tuborg (1%). As more gets added to the broadcast as the IPL progresses, both standings of celebrities and recall of brands may change.

Ranveer Singh and MS Dhoni are the most recalled brand ambassadors this IPL: IIHB Report

Nestle India’s Maggi might have to see some more downfall. The instant-noodles, which is badly affected due to lead and MSG controversy, may also lose Rs 2,000 crore brand tag this year. 
 There are handful of brands in FMCG industry that have reached Rs 2,000 crore mark and <keyword id="726194" type="UNKNOWN" weightage="100" keywordseo="maggi-noodles">Maggi noodles</keyword> had even crossed it a few years back. 
 
But due to the recent controversy, Maggi could slip from the club and the negative image attached to the brand is having a rub-off effect on other Maggi products as well. 
 
Economic Times reported that the Rs 2k crore club was growing stronger with the inclusion of Lifebuoy, an over 100 year old brand, Surf, Wheel and Rin from Hindustan Unilever (HUL), Aashirvaad and Sunfeast from ITC, Tide from Procter &amp; Gamble (P&amp;G) and Amul Butter. 
 
Other brands that fall in the Rs 2,000 crore bracket include Horlicks, Fair &amp; Lovely, Colgate, Ghari, Cadbury Dairy Milk, Thums Up and Sprite, among others. 
 
A senior analyst from an Indian brokerage house told the financial daily that the high-consumption categories, the percentage spend of the consumer's wallet and competitiveness determines the size of the brand. 
 
For instance, ITC is a big brand in cigarettes as it has a dominant presence; diary, on the other hand, is a huge-consumption category. “Amul Butter, which is a dominant brand in the category, has become a Rs 2,000 crore brand this year. Its impactful advertising, where the spend is minimal (less than 1% of turnover), has helped the brand in achieving this milestone,'' R S Sodhi, MD, Gujarat Cooperative Milk Marketing Federation, which markets Amul told ET. 
 
Even Maggi was for the longest period, the only player in the category. “For some brands it is very easy to touch Rs 2,000 crore or Rs 5,000 crore sales because of the category they are present in,'' the analyst told ET on the condition of anonymity. 
 
Maggi will certainly have to do rigorous campaigning to regain its lost ground in the country and past glory. 
 
(Image: Indiatimes)

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