KYOORIUS ADVERTISING AWARDS - Film (TV & Cinema > More Than 60 Seconds)

Turn Everything Upside Down - Olympics - Coca-Cola India Pvt Ltd - Thums Up JPG
Turn Everything Upside Down - Olympics - Coca-Cola India Pvt Ltd - Thums Up MP4 1m:30s

Turn Everything Upside Down - Olympics - Thums Up
Client: Coca-Cola India Pvt Ltd
Entrant: Ogilvy India

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Turn Everything Upside Down - Olympics - Thums Up - Coca-Cola India Pvt Ltd

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Entry Title: Turn Everything Upside Down - Olympics
Brand: Thums Up
Client: Coca-Cola India Pvt Ltd
Entrant Company: Ogilvy India
Description: Today, the CEOS of the top leading MNCs are Indians. But what else do they have in common? They all come from the small towns in India with limited means, and they all successfully challenged every naysayer in their life and turned their life around. And this is the mood of India. Thums Up, a strong Indian Coca-Cola brand, the voice of the youth of India, decided to fire up this thirst. By turning our iconic thums up logo, thums down. A thums down to every obstacle, every naysayer. Giving India a new symbol for this new attitude. We called it hashtag #PalatDe. That means turn everything upside-down. And made it a war cry for this movement. We partnered with the 2020 Olympics to launch this expression. 90% of Olympians come from rural towns across India. We became their voice of showing thumbs down to the naysayers.
English Translation: “Turn everything upside down – Olympics”

Those who say
BAJRANG … learn a thing or two from your dad.
Try your luck at something else, LAD.
Turn them upside down.

Those who say
MANU … a gun isn’t a plaything,
For delicate little darlings.
Turn them upside down.

Those who say
VIKAS…tap out while you can.
You’re not made for this, man.
Turn them upside down.

Those who say
Look here’s the deal,
It’s only a real team, when there are 11 on the field.
Turn them upside down

Those who say
I’ll make you a bet,
You’ll come back without a medal around your neck.
Turn them upside down.

BECAUSE THAT’S WHAT THUNDER DOES.
TURNS EVERYTHING UPSIDE DOWN

AT THE TOKYO OLYMPICS 2020,
TURN AROUND THE WAY THE WORLD WILL LOOK AT INDIA.
Company Credits: Ogilvy India
Company Credits: Good Morning Films
Individual Credits: Kainaz Karmakar - Chief Creative Officer, India
Individual Credits: Sukesh Nayak - Chief Creative Officer, India
Individual Credits: Harshad Rajadyaksha - Chief Creative Officer, India
Individual Credits: Ritu Sharda - Chief Creative Officer
Individual Credits: Hephzibah Pathak - Vice Chairperson & Chief Client Officer, India
Individual Credits: Prem Narayan - Chief Strategy Officer, Ogilvy India
Individual Credits: Shailender Mahajan - Group Creative Director
Individual Credits: Kingshuk Dey - Sr. Creative Director
Individual Credits: Rishi Pande - Creative Director
Individual Credits: Vishal Yadav - Associate Creative Director
Individual Credits: Preeti Koul Chaudhry - Sr Creative Director
Individual Credits: Vikrant Bisht - Associate Creative Director
Individual Credits: Surbhi Rathee - Sr. Art Director
Individual Credits: Srikanta Behera - Associate Creative Director
Individual Credits: Rohitash Srivastava - Head of Strategic Planning, OgilvyIndia (North)
Individual Credits: Pritish Mukherjee - Sr. Planning Director
Individual Credits: Atif Rahman - Executive Vice President
Individual Credits: Priyanka Walia - Vice President
Individual Credits: Rohit Sachdev - Account Director
Individual Credits: Saumya Sahni - Senior Account Executive
Individual Credits: Tarni Mani Sharma - Account Executive
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