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...