Reliance’s Campa ropes in Ram Charan; new IPL campaign soon as cola war intensifies

Reliance Consumer Products Ltd , the FMCG arm of Mukesh Ambani-led Reliance Group, has named actor Ram Charan as the new face of Campa alongside the launch of a new marketing campaign, "Campa Wali Zidd", which aims to focus on determination and resilience.

Since reviving the Campa Cola in 2023 after acquiring it in 2022, Reliance Consumer has expanded Campa, one of India’s most cherished soft drink brands from the 1970s and ’80s, quickly, gaining popularity among millennials and Gen Z. The company says the new campaign, featuring Ram Charan, aims to deepen that connection by highlighting the persistence and drive of today’s youth.

It adds that the brand film showcases Ram Charan as himself, overcoming physical and mental challenges. "The narrative follows Charan’s journey as he overcomes both physical and mental barriers. With cinematic visuals, stylized action, and authentic stunts performed by the actor himself, the film offers a raw, relatable portrayal of personal determination."

The campaign will roll out during the IPL season across TV, mobile, and digital platforms, targeting millions of viewers. Notably, Campa Cola has acquired the co-presenting rights for the Indian Premier League (IPL), underscoring its intent to scale up rapidly and expand its presence nationwide.

Prasoon Joshi, Chairman and CEO of McCann Worldgroup India, said, “Through the 'Campa Wali Zidd' campaign, we wanted to tap into a truth that resonates deeply with today’s youth – their relentless drive and determination to keep pushing forward, no matter the obstacles. This tenacity is shaping the future of India, and Campa perfectly embodies that spirit. By aligning with Ram Charan, we’ve found a perfect representation of this unstoppable mindset.”

The marketing campaign comes after Reliance Consumer Products strengthened its FMCG footprint by debuting in the UAE by launching Campa at the 30th edition of Gulfood in collaboration with Agthia Group in February 2025.

With its Rs 10 price point, a major advertising blitz, and IPL association, Campa has already captured a double-digit market share in the sparkling beverage category in select states, giving tough competition to the likes of Coca-Cola and PepsiCo.

Campa Cola is likely to clock Rs 1,000 crore in revenue for FY25, marking a 150% YoY growth from Rs 400 crores in FY24, the numbers are extremely rare to showcase in FMCG, a latest report by Nuvama Institutional Equities said.