Thums Up collaborates with Padma Shri Sudarsan Pattnaik to unveil the unique sand sculpture at Puri Beach on Independence Day
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.