Guwahati News Desk: The Coca-Cola Company’s home-grown brand Thums Up being first FMCG brand to partner with the Tokyo 2020 Paralympic Games aims to encourage inclusion and salute the real heroes of Tokyo 2020 who continuously strive to break the glass ceiling despite the challenges and are now representing India at this prestigious global sporting event.
The Tokyo 2020 Paralympic Games will be held in Tokyo from August 24 to September 5.
The Coca-Cola Company has sponsoring major sporting events around the world and is the longest continuous corporate partner of the Olympic Games. This year marks the beginning of the brand’s association with Paralympic Games.
Announcing the partnership Vice President and Head-Marketing of Coca-Cola India and South West Asia Arnab Roy said, “We are extremely proud of this strategic partnership with Tokyo 2020 Paralympic Games and the Paralympic Committee of India, it is our way of standing in solidarity and saluting the sheer grit and determination of these athletes who have come from different walks of life but showcase the same heroism against all odds and challenges. As an extension of the Olympic Association, we treat the Paralympians at parity with any other athlete fighting their naysayers and representing India at this global sporting event.”
Speaking about the partnership Padma Shri Khel Ratna Arjuna Awardee and the first Indian woman to win a medal at the Paralympic Games and President – Paralympic Committee of India Dr Deepa Malik said, “My journey of Ability Beyond Disability has been that of breaking stereotypes & myths around disability. The partnership with Thums Up is a step forward in that direction. This year, India is sending the largest-ever contingent to the Tokyo 2020 Paralympic Games, and all 54 athletes have a unique story of resilience and defying all odds & social taboos. I am very hopeful that we are going to create history this time. Brands like Thums Up are coming forward to provide a platform for our Paralympians to tell their stories and provide the nation a chance to celebrate their journey and uplift their spirits. Thums Up is walking the talk by instilling values of diversity and inclusion through this association with our athletes, treating them at parity with the Olympians.”
The campaign to feature 6 athletes including Mariyappan Thangavelu of High jump, Sakina Khatun of Powerlifting, Suyash Yadav of Swimming, Navdeep of Javelin throw, Sumit Antil of Javelin throw and Avani Lekhara of Shooting.