Thums Up: Reclaiming dignity with taunts

Pritish Mukherjee, Rohitash Srivastava

Thums Up, the cola brand, wanted to change the way that disabled people are viewed in India.

Campaign details

Brand: Thums UpBrand owner: State Bank of IndiaEntrant company: Coca-Cola - IndiaIdea creation: Ogilvy & Mather GurgaonMarket: AsiaSector: Soft drinksMedia channels: Online video, Public relations, Social media, Word of mouth, Influencers, KOLs, Radio & audioBudget: 1 - 3 million

Executive summary

Specially-abled people have it tough in India. They are treated as third class citizens and to make things worse people refuse to see them beyond their disabilities. Taunts like slow-motion and half ticket become identifiers instead of their names. Thums Up, a...

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