In a major development in the beverage industry, Reliance Consumer Products Limited’s (RCPL) flagship soft drink brand, Campa Cola, has reportedly acquired co-presenting rights for the Indian Premier League (IPL) 2025 in a landmark Rs 200 crore deal. This move positions Campa Cola as a formidable competitor against established cola giants such as Coca-Cola and PepsiCo and signals a nationwide expansion strategy.
Campa Cola Triumphs Over Coca-Cola’s Thums Up
According to media reports, Campa Cola has edged out Coca-Cola’s Thums Up, which previously held the co-presenting rights for IPL 2024. The co-presenting sponsorship is one of the most prestigious advertising slots during the tournament, giving brands unparalleled visibility on a national scale.
An industry executive, privy to the development, noted that this sponsorship deal could ignite another cola war in India. “With this high-profile association with IPL, Campa Cola is making a significant statement about its intent to disrupt the soft drink industry and challenge dominant players like Coca-Cola and PepsiCo,” the executive was quoted as saying.
A Strategic Move for National Expansion
Originally reintroduced to the market in March 2023, Campa Cola has been steadily working towards disrupting the soft drink industry, which has long been dominated by global giants. The IPL partnership provides the perfect platform for Campa Cola to scale up nationally, expanding beyond its previous presence in select regional markets.
As IPL enjoys massive viewership across India and even internationally, Campa Cola’s branding during the tournament will ensure widespread consumer engagement. This move aligns with RCPL’s strategy to position Campa Cola as a top contender in the cola segment and to create a strong brand recall among cricket fans.
New Products to Ride the IPL Wave
In addition to Campa Cola, RCPL is also set to introduce two new beverages during IPL 2025—Spinner and RasKik Gluco Energy. These brands will debut their advertisements during the tournament, aiming to capture the consumer’s attention at the peak of the summer season, when beverage consumption is at its highest.
- Spinner: A sports drink co-created with Sri Lankan cricket legend Muttiah Muralitharan, targeting athletes and active individuals.
- RasKik Gluco Energy: Positioned as an energy drink, available at an affordable price of Rs 10, designed to appeal to a wide consumer base.
RCPL’s Multi-Franchise IPL Sponsorship Deals
Apart from securing IPL’s co-presenting rights, Campa Cola’s sibling brand, Spinner, has partnered with multiple IPL franchises to maximize its reach. As per reports, Spinner has signed team sponsorship deals with five franchises:
- Lucknow Super Giants
- SunRisers Hyderabad
- Punjab Kings
- Gujarat Titans
- Mumbai Indians
By associating with multiple IPL teams, RCPL is ensuring high visibility for its products throughout the tournament, tapping into fan bases across different regions.
IPL: A Crucial Platform for Beverage Brands
The Indian Premier League has historically been a battleground for beverage brands seeking to leverage the cricket fever to boost sales. The tournament coincides with the peak summer season, during which soft drink consumption surges, making IPL an ideal advertising and marketing platform.
With IPL generating over half of India’s annual soft drink sales, beverage companies engage in aggressive marketing strategies during the tournament to strengthen their brand positioning. Campa Cola’s strategic entry into this space underscores RCPL’s ambition to disrupt the duopoly of Coca-Cola and PepsiCo in India.
Campa Cola’s Competitive Landscape
Campa Cola’s IPL sponsorship marks its boldest move yet in its bid to challenge the existing market leaders. The competition in the Indian soft drink market is fierce, with the following major players dominating:
- Coca-Cola India: With brands like Thums Up, Coca-Cola, Sprite, and Fanta, Coca-Cola India holds a significant market share. Thums Up, its strongest brand, had secured IPL co-presenting rights in 2024.
- PepsiCo India: The brand has been a strong competitor with Pepsi, Mountain Dew, and Mirinda, having held IPL title sponsorship rights in the past.
- Parle Agro: Frooti and Appy Fizz are strong contenders in the fruit-based beverage category.
- RCPL’s Campa Cola: With the recent revival, it aims to capture market share through aggressive pricing, marketing, and brand association with IPL.
RCPL’s Strategy to Disrupt the Market
Since its reintroduction, Campa Cola has been aggressively priced to appeal to value-conscious consumers. With the IPL partnership, the brand aims to:
- Enhance Brand Recall: High-frequency advertising slots during IPL will establish strong consumer engagement.
- Drive Distribution Expansion: Increase retail penetration in urban and rural areas to improve availability.
- Boost Market Share: Compete directly with Coca-Cola and PepsiCo in India’s Rs 20,000 crore soft drink market.
What’s Next for Campa Cola?
The 2025 IPL season will be a litmus test for Campa Cola. If the brand can successfully capitalize on its IPL sponsorship, it could gain a strong foothold in the Indian market and challenge the established giants. The cola war in India is set to intensify, with consumers benefiting from increased choices, aggressive promotions, and competitive pricing.
As the tournament kicks off, it remains to be seen how Campa Cola’s marketing efforts translate into market share. One thing is certain—this is just the beginning of a new era in India’s cola wars, and Campa Cola is positioning itself as a serious contender to shake up the industry.
