Date Published: 18-08-2022
Odisha: Thums Up, Coca‑Cola India’s first billion-dollar homegrown brand, has partnered with Odisha-based sand artist Sudarsan Pattnaik as part of the brand’s #HarHaathToofan campaign, which commemorates 75 years of India’s Independence.
On 15 August 2022, Thums Up unveiled a unique sand sculpture at Puri Beach in Odisha, curated by the internationally-acclaimed artist. Sudarsan Pattnaik is a widely renowned sand artist from Puri, Odisha. In 2014, the Government of India honored him with the Padma Shri, India's fourth-highest civilian award, for his seashore sand arts.
Tish Condeno, Sr. Director, Sparkling Flavors Category, Coca‑Cola India and Southwest Asia, said, “We at Thums Up are humbled by the sand-art tribute curated for #HarHaathToofan, by the internationally acclaimed artist Sudarsan Pattnaik. The sculpture aligns perfectly with our campaign messaging, and pays a befitting tribute to the many inspiring Indians whose hands have built India over the years.”
The campaign #HarHaathToofan presents an ode to inspirational people whose hands have built India over the years – who are the true beacons of our nation’s pride. Through this campaign, the brand celebrates the courage, perseverance & enduring strength that made them overcome all odds which came their way. With a compelling message and creative visualization, Thums Up’s new campaign deeply inspires the audience.
Sand artist & Padma Shri awardee, Sudarsan Pattnaik, said, “I am proud to have played a part in Thums Up’s #HarHaathToofan campaign, which marks 75 years of independent India. I feel great honor in having represented the ideology behind this beautifully patriotic campaign, in my own way, through the sand sculpture we created at Puri beach.”
The Padma Shri awardee has chosen to base the sand sculpture on the hero stories featured in Thums Up’s new campaign, to inculcate feeling of pride in the citizens of the country. The #HarHaathToofan campaign features inspirational stories of athletes like Sourav Ganguly, former Indian national cricket team captain and current President – BCCI ; Avani Lekhara, the first Indian woman to win a gold medal at the Paralympics, and Nikhat Zareen, Indian Boxer and IBA Women’s World Boxing 2022 gold medalist. The new campaign by the brand is an extension under its #PalatDe umbrella, which was initially unveiled last year during Thums Up’s worldwide partnership with the Olympic and Paralympic Games Tokyo 2020.
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.