Thums Up is the first homegrown beverage brand to partner with the Olympics at the global level. Arnab Roy, vice president, and head-marketing, Coca-Cola India and South-West Asia said that this partnership is aimed at bringing inspiring stories of Paralympians to the fore through campaigns and promotional activities.
“Through this partnership, we want to showcase the real-life struggles and successes of our extraordinary heroes – our para-athletes. This partnership not only reinforces our long-standing commitment to refresh sports fans and enhance our consumers’ experiences but is also a message of inspiration for brands to be part of such meaningful and inclusive associations,” he added. Through an eight-decade association, Coca-Cola is the longest continuous corporate partner of the Olympic Games. This year marks the beginning of the brand’s association with the Paralympic Games.
Deepa Malik, Padma Shri Khel Ratna Arjuna Awardee, the first Indian woman to win a medal at the Paralympic Games and president – Paralympic Committee of India, said that her journey of ability beyond disability has been that of breaking stereotypes and myths around disability.