How Campa Cola is Using the 2025 Indian Premier League to Grow Its Brand
Reliance is leading the Indian beverage market with its Campa Cola brand. The company spent Rs 200 crore to become the co-presenting sponsor of the 2025 Indian Premier League, replacing Thums Up. This is a smart strategy to make a big impression across India and compete with global companies like Pepsi and Coca-Cola.
Why IPL Sponsorship is a Game-Changer
One of India’s most popular sporting events, the IPL draws millions of viewers to commercials. With an anticipated ad income of Rs 4,500 crore, the IPL is the ideal stage for any company hoping to gain widespread recognition.
For a company like Campa Cola, which briefly gained popularity in the 1970s and 1980s before going extinct, the Indian Premier League offers a huge chance to get back in touch with Indian customers. Reliance’s commitment to revitalizing and expanding Campa Cola into a national brand is demonstrated by this sponsorship.
Reliance’s Master Plan for Campa Cola
Reliance is not just focusing on Campa Cola but also introducing new products to compete with global brands. Here’s their strategy:
- Massive Advertising During IPL
- With IPL being watched by millions of Indians across TV and OTT platforms, Campa Cola will get huge brand visibility.
- They will aggressively promote their cola drink, energy drinks, and sports drinks.
- Launching New Products – Spinner & RasKik Gluco Energy
- Spinner (a sports drink co-created with cricket legend Muttiah Muralitharan) will be promoted heavily.
- RasKik Gluco Energy, a low-cost energy drink priced at just Rs 10, will be advertised as a budget-friendly energy booster.
- These drinks will be positioned to compete with Coca-Cola’s Powerade and Pepsi’s Gatorade.
- Sponsoring Multiple IPL Teams – Campa Cola
- Competing with Coca-Cola and Pepsi
- Last year, Thums Up (owned by Coca-Cola) held this IPL sponsorship slot. Now, Campa Cola is taking its place.
- Coca-Cola is still strong, partnering with Chennai Super Kings and Kolkata Knight Riders.
- But Reliance is pushing hard to challenge Coca-Cola’s dominance.
Why This Strategy Will Work
- The IPL Happens in Summer: More than half of India’s annual soft drink sales occur between March and July. Campa Cola is entering the market at the perfect time when demand is at its highest.
- Strong Distribution Network of Reliance: Campa Cola and its new beverages can be readily delivered throughout India thanks to Reliance Retail’s extensive reach.
- Emotional Bond with Indian Customers: The resurgence of Campa Cola appeals to the younger generation as well as to Indians’ sense of nostalgia.
Concluding Remarks
With its Rs 200 crore IPL sponsorship commitment, Campa Cola is taking on global giants like Pepsi and Coca-Cola in a bold and strategic move. By using Reliance’s vast network, launching new beverages, and leveraging the IPL, the brand is positioning itself for a strong comeback.
The next few months will be crucial. If Campa Cola manages to attract customers and expand its distribution, it could become a major player in India’s Rs 50,000 crore soft drink market.
One thing is certain: Campa Cola is at the forefront of Reliance’s mission to shake up the beverage industry, and its impact is just beginning!
