A Rs 200 Crore Bet to Redefine the Beverage Game!

Campa, a beverage brand under Reliance Consumer Products Limited (RCPL), has made a significant splash in the Indian Premier League (IPL) 2025 with a bold and innovative advertising campaign.

Known for its aggressive re-entry into the Indian beverage market, Campa has leveraged the IPL—a cultural and sporting juggernaut with over 500 million viewers—to amplify its brand presence and challenge established giants like Coca-Cola and PepsiCo. Here’s a breakdown of Campa’s IPL 2025 campaign based on its current trajectory and strategic moves:

Campa secured the co-presenting sponsorship rights for IPL 2025 in a deal valued at approximately Rs 200 crore, positioning it alongside the tournament’s title sponsor, Tata Motors. This high-profile slot, previously held by Coca-Cola’s Thums Up, ensures Campa’s visibility across Star Sports Network (TV broadcasts in multiple languages) and JioStar’s digital streaming platform, reaching millions during the season, which runs from March 22 to May 25, 2025. The timing aligns perfectly with India’s peak summer season, when soft drink sales typically surge, giving Campa a prime opportunity to capture consumer attention.

The campaign’s centerpiece is the launch of Campa Energy, a new variant aimed at the youth demographic, which makes up nearly 50% of IPL’s audience. Unveiled through JioStar’s Brand Spotlight—an exclusive ad slot during the first five overs of key matches, including the opener between Kolkata Knight Riders (KKR) and Royal Challengers Bengaluru (RCB)—the campaign blends real-life footage with animation. Drawing inspiration from video games like Mario, Japanese manga, and films like Into the Spider-Verse, the ads feature a visually striking narrative that reflects the spontaneity, speed, and style of Indian youth. A catchy, desi-flavored jingle enhances recall, ensuring the ad cuts through the IPL’s cluttered ad space. Megha Raturi, CMO of Reliance Consumer Products, emphasized the goal: to make Campa instantly recognizable and memorable, even to passive viewers scrolling on their phones.

Beyond Campa Energy, the campaign extends to other RCPL beverages like Spinner, a sports drink co-created with cricketer Muttiah Muralitharan, and RasKik Gluco Energy, both priced at Rs 10 to appeal to cost-conscious consumers. Spinner has secured sponsorship deals with five IPL teams—Lucknow Super Giants, SunRisers Hyderabad, Punjab Kings, Gujarat Titans, and Mumbai Indians—ensuring on-ground visibility through team branding and pouring partnerships. This multi-pronged approach amplifies Campa’s presence across TV, digital platforms, and stadium activations.

A surprising twist came with the announcement of a mega collaboration with Tollywood superstar Ram Charan, Campa’s brand ambassador. Charan, fresh off shooting a commercial in Mumbai in mid-March 2025, is set to feature in upcoming campaign phases, adding star power to Campa’s IPL push. His involvement is expected to elevate the campaign’s appeal, especially in South India, and fuel social media buzz, with fans already hyping the “fizzy battle” against cola giants.

Campa’s strategy is bold and disruptive: aggressive pricing (Rs 10 per unit), a youth-centric creative approach, and deep IPL integration. With JioStar predicting IPL 2025 ad revenue to hit Rs 6,000-7,000 crore across TV, digital, and on-ground efforts, Campa’s campaign is poised to make waves, potentially reshaping the competitive beverage market. The combination of nostalgia (reviving a legacy brand), innovation (tech-driven ads), and cricket fervor makes this one of the most surprising and ambitious campaigns of the season.

Connect with Us