Beverage brand Campa Cola from Reliance Consumer Products Limited (RCPL) has reportedly bagged copresenting rights for the Indian Premier League (IPL 2025) in a Rs 200 crore deal. With this move, Campa Cola has bested Coca-Cola’s Thums Up, which held last year’s rights, according to the media report.
The “co-presenting” or “co-powered” property is one of the most coveted slots for the tournament, said the report quoting an exec privy to the development, who added that by securing the coveted partnership with IPL, Campa Cola could set off another cola war. Campa Cola, which had hitherto been confined to select markets, will now compete with all cola companies nationwide. With its prestigious association with IPL, Campa Cola has expressed its intent to scale up nationally.
RCPL reintroduced Campa Cola in March 2023 to disrupt the soft drink market dominated by Coca-Cola and PepsiCo. Apart from Campa, the company has also launched sports drinks Spinner and RasKik Gluco Energy, each priced at Rs 10 and the ads for both will make their debut on IPL, according to the report.
Spinner, which has been co-created with former Sri Lankan cricketer Muttiah Muralitharan, has bagged IPL deals with Lucknow Super Giants, SunRisers Hyderabad, Punjab Kings, Gujarat Titans and Mumbai Indians
The company reportedly plans to leverage the peak summer season sales, which coincides with IPL and generates over half of annual soft drink sales.
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