MAM
Thums Up’s Olympics 2020 campaign celebrates hope and resilience
New Delhi: As India enters its 100th year of participation at the Olympic Games this July, Thums Up has set out to celebrate the historic feat and salute the real heroes – the athletes who overcame tremendous odds to reach where they are today. The home-grown brand on Wednesday announced its worldwide partnership with the international event which is set to begin in Tokyo Games to be held in Tokyo on 23 July.
As part of the partnership, Thums Up has launched its new campaign – Toofan wahi jo sab palat de, that tries to capture the mood of not just the athletes representing India at the Olympic Games, but the entire nation. “The upside down Thums Up bottle is a visual symbol that celebrates determination, strength, and the fierce challenger spirit,” said the company on Wednesday. “Every bottle in the hand of every consumer is now also their voice to ‘Palat De‘ all the naysayers who say they can’t or shouldn’t do it.”
Ogilvy India, chief creative officer, Sukesh Nayak said, “Completely turning the conversation upside down, it’s a game changer that takes the brand a notch higher. We believe it very well captures the emotion of the nation, when it comes to the Olympic athletes, our real heroes.”
According to the company, the task at hand was to create a brand shift, without taking away anything from it and to make the campaign relatable and emotional, without disturbing the DNA of the brand. The first film was launched on Tuesday, which was directed by Shashanka Chaturvedi in association with the production house- Good Morning Films. The uplifting tone of the campaign perfectly complements Thums Up’s repositioned brand message of resilience and real heroism of everyday people.
Ogilvy India (north), chief creative officer, Ritu Sharda said, “All of us have faced these naysayers, telling us what we can and can’t do. The emotion is real and relatable. And that’s why we think the idea is going to cut through the masses and turn into a cheer-storm for our athletes. Of course, the idea lives beyond a campaign and is a personal statement for anyone to say ‘Palat De’ to any challenge”
Coca-Cola India and Southwest Asia, vice president and head of marketing, Arnab Roy said, “Consumers are at the heart of Coca-Cola’s beverage portfolio. The company is acutely attuned to their preferences and continuously looks at innovative ways to connect people with our brands. Our partnership is a statement of empowerment, and our intent is to instill the ‘thunder’ of hope and strength amongst our consumers. The new upside down Thums Up bottle is a visual symbol of resilience that people showcase in their daily lives, against all odds.”
You have spent weeks researching, test driven a few options, finalised the colour and variant, and are now days away from taking delivery of your new car. It feels like the hard part is over. But there is one step that most buyers skip entirely, and it is the one that protects everything else. Understanding what PDI meaning covers and why it matters could save you from discovering a Rs 20,000 to Rs 80,000 problem after you have already signed the papers.
PDI stands for Pre-Delivery Inspection. It is a structured check that happens before your car is handed over to you. A proper PDI car service covers everything from paint quality and panel alignment to electrical systems, fluid levels and tyre pressure. Dealers are supposed to conduct this before delivery, but the depth of the check varies widely. And if the buyer does not know what to look for, problems slip through.
What Does a PDI Actually Cover?
A thorough PDI checks the car across four broad categories:
| Category | What Gets Checked | Common Issues Found |
| Exterior | Paint quality, panel gaps, glass, lights, tyres | Paint chips, uneven panel alignment, scratched glass |
| Interior | Seat upholstery, dashboard, AC, infotainment, switches | Loose trims, non-functional buttons, squeaks and rattles |
| Mechanical | Engine bay, fluids, battery, brakes, steering | Low fluid levels, minor leaks, battery not fully charged |
| Electrical | All lights, windows, central locking, sensors | Malfunctioning sensors, flickering displays, USB ports |
Each of these categories can hide issues that are minor at delivery but expensive if left unaddressed. A small paint chip near a door edge, for example, can lead to rust in a humid city like Mumbai or Chennai within 12 to 18 months.
What It Can Cost You to Skip the PDI
Here is a realistic look at what buyers have discovered after delivery that a proper PDI would have caught before:
• Paint defects requiring respraying: Rs 8,000 to Rs 25,000 depending on the panel
• Misaligned panels or doors that need workshop adjustment: Rs 3,000 to Rs 8,000
• Non-functional infotainment unit needing replacement: Rs 15,000 to Rs 40,000
• Scratched windshield that needs full replacement: Rs 6,000 to Rs 18,000
• AC not cooling properly due to low refrigerant: Rs 2,000 to Rs 5,000
• Tyre with a slow puncture from storage damage: Rs 3,000 to Rs 6,000
The total exposure from a single missed PDI can range from Rs 5,000 for minor issues to Rs 80,000 or more if multiple problems are found post-delivery. More importantly, proving that a defect existed before delivery becomes significantly harder once you have taken the keys.
Why Dealer PDIs Are Not Always Enough
Most dealerships do conduct a pre-delivery check on their own, but the process is not always as rigorous as it should be. There are a few reasons for this:
High Delivery Volumes
During festive season or at the end of a financial year, dealerships handle a surge in deliveries. When a service team is processing 15 to 20 cars a day, the depth of each check inevitably suffers.
Incentive Misalignment
Dealership staff are often incentivised on delivery speed and customer satisfaction scores. Finding a defect and sending a car back for rework delays delivery and affects scores. The incentive to look harder is not always present.
Buyer Unawareness
Most buyers arrive at delivery excited and in a hurry to leave. Without knowing what to look for, they miss things that a trained eye would catch immediately. Dealers know this, and the pressure to be thorough is lower when buyers are not asking questions.
What You Should Check Yourself at Delivery
Even if the dealer has completed their PDI, spend 20 to 30 minutes doing your own check at delivery. Here is a quick reference:
Check How to Do It Time Required Walk around in daylight Check all panels for scratches, chips and dents 5 minutes Open every door Check seals, check for rattles, test all windows 3 minutes Check interior thoroughly Test every button, switch and screen 5 minutes Start the car Look for warning lights, check AC, check all lights 5 minutes Check the boot Look for spare tyre, tools, jack and damage 2 minutes Inspect tyres Check pressure and look for sidewall damage 3 minutes
The Bottom Line
A PDI is not a formality. It is the last line of defence between you and a problem that the manufacturer or dealer should have fixed before you paid for the car.
Take the time to understand what the check involves, ask your dealer for confirmation that it has been completed, and do your own walkthrough at delivery. Twenty minutes of attention at this stage can save you weeks of workshop visits and tens of thousands of rupees down the line.
