KYOORIUS ADVERTISING AWARDS - Film Craft (Writing & Scripts)

Wear Your Taunt - Coca-Cola India Pvt Ltd - Thums Up JPG
Wear Your Taunt - Coca-Cola India Pvt Ltd - Thums Up MP4 1m:40s

Wear Your Taunt - Thums Up
Client: Coca-Cola India Pvt Ltd
Entrant: Ogilvy India

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Wear Your Taunt - Thums Up - Coca-Cola India Pvt Ltd

Baby Blue Elephant

Entry Title: Wear Your Taunt
Brand: Thums Up
Client: Coca-Cola India Pvt Ltd
Entrant Company: Ogilvy India
Description: Disabled people in India grow up hearing taunts every day. Even world class athletes are not spared. Thums Up, a heroic Indian Coca-Cola brand, that has always stood against naysayers, decided to partner the Paralympic Games, and launched hashtag #WearYourTaunt.
We spoke to the Indian Paralympic squad about what were the worst taunts they ever had to face. We then put those very taunts big and bold on their T-shirts. T shirts, they would wear during TOKYO 2020. Turning the power of these taunts from shame to inspiration.
English Translation: That javelin is taller than you.

How will you become a shooter on that scooter?
You’ll come…and you’ll come

And

you too shall come to hear,
your taunts turned into cheer.
To take my name
loud and clear.

The taunts you gave,
like medals I hold them dear

You don’t know this yet,
I’ll raise a storm on this wheelchair.

Don’t worry, you won’t miss out.

The papers will print it big and loud.

All you saw was the missing half.
But that was enough for you to mock.

You smirked and said, what will I ever do?

Wait!
This half man
is going to shake the whole world.
Hey one legged guy,
you don’t try and fly.
On a single leg
I will gallop ahead.

You’ll come…and you’ll come.

And

you too shall come to hear, your taunts turned into cheer.

To take my name,
loud and clear.

How do you swim without flippers?

You won’t even be able to lift yourself.
You told me I have no hands, and you have two.

As if, so far I had no clue.

Now watch this guy,
turn his fortune around,
and give it back to you.

I’ll Raise a mountain
on just one leg.

And once I am done,
watching you wonder
should be a lot of fun.
I’ll Turn your taunts upside down.
Because that’s what thunder does.
Turns everything 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
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