As an ode to athletes and their arduous journey toward the pinnacle of sporting excellence, Thums Up unveils a creative and innovative marketing campaign in the face of these challenges, the game’s champions showing the naysaying world a ‘thumbs up’ by turning a blank sign. An inverted ThumsUp bottle on the background of the inspirational logo – Toofan wahi jo sab #Palat De (A real storm is one that turns everything upside down). The campaign’s soaring tone perfectly complements ThumsUp’s repositioned brand message of resilience and true heroism for everyday people. However, in the Palat De campaign, the thumb of the Thums Up bottle is pointing in the opposite direction. A powerful answer to all the skeptics and critics who question individuals who pursue their dreams, the ‘Palat De’ campaign aims to motivate dream seekers so much that they continue their path without paying attention to anyone’s opinion. Ultimately, it is those who show neglect of others who emerge as heroes. It also conveys an important story of challenge. India’s top athletes have overcome multiple adversities to be at the top of the sport and the ThumsUp campaign perfectly exemplifies that quality. Thick skin, brave heart and a spirit that never gives up is the hallmark of the Indian athlete, Indian athletes have not only had to face challenges from their competitors but also from their families and society to reach the level where they can compete with the best in the world. As the ThumsUp ad campaign Palat De suggests, those who can overcome all the troubles and reach the top are the true champions, and this is a motivating story of Indian Olympian Bajrang Punia who said Palat De and overcame all odds to make his dreams come true. Coming from a low income family living in the rural part of Haryana, Bajrang Punia has always been passionate about wrestling. He was skipping school to go wrestling. It was Bajrang’s father who took him to wrestling school. However, not everyone took him seriously and treated him like a child. Outside the ring, Bajrang wrestled with the concerns raised about his style, but he worked hard day in and day out to beat the odds and become one of the best wrestlers in India. Having won a gold medal at the Asian Games and Commonwealth Games, Bajrang is one of the top contenders for the medal in the 65kg freestyle wrestling category at the 2020 Tokyo Olympics. Handle Instagram! Log in to answer.