Kyoorius Advertising Awards
Topical Advertising
Film - Campaign
KYOORIUS ADVERTISING AWARDS - Topical Advertising (Film - Campaign)






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

Baby Blue Elephant
Entry Title: | Turn Everything Upside Down |
---|---|
Brand: | Thums Up |
Client: | Coca-Cola India Pvt Ltd |
Entrant Company: | Ogilvy India |
Title: | Turn everything upside down - Olympics |
Title: | Turn everything upside down - Bajrang |
Title: | Turn everything upside down - Manu |
Title: | Turn everything upside down - Jaspreet |
Title: | Turn everything upside down - Siraj |
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. --------------------------- “Turn everything upside down – Bajrang” Please call the teacher. Sir, someone is here to meet you. Go inside. Greetings, Sir. The kid wants to be a wrestler. Hahaha.. you don’t just become a wrestler by donning a loincloth Let’s go Bajrang Those who say, “You ain’t got it, mate. Get over it before you break”. Turn them upside down. Every sneering smile. Every childhood jibe. The mockers on the side of the road. The naggers who want what they were owed. Grab ‘em by their high and mighty pride and turn them all upside down. Because that’s what thunder does…turns everything upside down. Thums Up Taste the thunder --------------------------- “Turn everything upside down – Manu” Manu! Coming Dad. Hello Aunty ! She has won a medal. Really? In shooting. But Manu, my dead, Guns are meant for girls, are they? Those who say, “A gun isn’t a plaything for delicate little darlings”. Turn them upside-down The ones who pointed fingers and yelled, “This is serious sport. You can’t play it in a skirt”. The ones who whispered with a snigger, every time you pulled the trigger. Here’s your shot, take the whole sorry lot and turn them upside-down. Because that’s what thunder does…turns everything upside down. Thums Up Taste the thunder ------------ “Turn everything upside down – Jaspreet” Jaspreet is doing well, right? Yeah, he’s doing fine. Will he be able to become a fast bowler? Madame, with such a short run up, the chances of him becoming a fast bowler are very low. Those who say you won’t be able to pick up the pace. Turn them upside down. Your short run up will come in your way. All those who say, you’re on the wrong path. Your smiling face, will knock out your own wicket. Whom will you scare? Go! With your Yorker, turn all the chatter upside down. Thums Up Because that’s what thunder does, Turns everything upside down. --------------------------- “Turn everything upside down – Siraj” Siraj! I got you a new ball. Dad! I will be the fastest bowler. Have you ever seen a rickshaw fly like a plane? Those who say you don’t get it. This is beyond your limits. Turn them upside-down. Those who mocked you and showed you down. Those you told you that you’ll never fly. Those who told you to go back where you came from. Go! With just one delivery Turn everyone’s commentary upside down. |
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 |