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We all know the feeling— The urge to reach out for an ice-cold cola as the summer sun beats down relentlessly, especially during the blistering April to June quarter. But behind every fizzy gulp this summer lies a fierce marketing battle, as cola giants gear up for what’s shaping up to be a high-stakes quarter.
With consumption peaking and competition bubbling over, brands like Coca-Cola, PepsiCo, and the newly revitalised Campa Cola are pulling out all the stops to dominate fridges, shop shelves, and consumer consciousness.
Campa Cola's aggressive return is at the centre of this year’s cola clash, steered by Reliance Retail. Once a nostalgic relic of the '80s, Campa is now making a bold comeback with a distinctly modern edge.
“Campa Cola's resurgence, backed by Reliance, is more than a nostalgic revival; it's a calculated move to disrupt the dominance of Pepsi and Coca-Cola in the Indian market. By appointing pan-India star Ram Charan as its brand ambassador, Campa is directly challenging Thums Up's long-held association with rugged masculinity and daredevilry,” says Rohit Ohri, Global Partner at FCB Global.
With Charan as the face of its new Campa Wali Zidd campaign, the brand is doubling down on themes of grit and determination that resonate deeply with Gen-Z, a generation driven by ambition and self-belief.
The intent to scale up is loud and clear by the brand. The brand also launched in the UAE as part of a broader strategy to expand its presence globally.
This year marks the first summer when Campa will compete nationally, having previously operated in limited geographies like Andhra Pradesh and Gujarat. Its acquisition of co-presenting rights for the IPL 2025 signals a major escalation in cola wars, highlights Abneesh Roy, Executive Director at Nuvama Institutional Equities, in his stock analysis. “This clearly shows Campa’s intent to scale up rapidly pan-India as IPL is viewed nationally.”
He expects Campa to do extremely well in CY25, given disruptive pricing of Rs 10, high-decibel advertising, and IPL sponsorship. “This is negative for existing cola players,” he notes.
The co-presenting rights, considered the second most visible IPL sponsorship slot, were held last year by Coca-Cola’s Thums Up, which reportedly spent Rs 200–250 crore for the partnership.
But PepsiCo isn’t sipping margaritas on the beach. It is charging ahead with a full-throttle marketing blitz as well. “With summer around the corner, PepsiCo India is all set to quench the nation’s thirst with its powerhouse beverage portfolio. We’re ready to make this summer bigger, bolder, and more refreshing than ever,” a company spokesperson said.
From Mountain Dew’s TVC featuring Salman Khan and Hrithik Roshan to Pepsi’s buzzy ‘Anytime’ campaign, the brand is banking on star power and omnichannel storytelling to maintain its lead.
PepsiCo is also doubling down on logistics, with an expanded production network and a sharpened supply chain strategy to ensure its wide beverage portfolio is readily available when the thirst strikes.
On the other hand, Coca-Cola's 'Halftime' campaign encouraged consumers to embrace the value of a pause, illustrating this through storytelling and digital experiences. The campaign emphasised how moments of refreshment with a Coca-Cola can offer new perspectives and joy during a busy day.
According to N. Chandramouli, CEO of TRA Research, the cola market is undergoing a strategic shift. “The Indian cola market is entering a new phase of competition with Campa Cola’s comeback. Its aggressive pricing, wide accessibility, and nationalistic appeal are posing a significant challenge to global incumbents like Coca-Cola and PepsiCo,” he notes.
In this new phase, legacy players will need to do more than just advertise, they’ll need to innovate, inspire trust, and stay culturally relevant to hold their ground.
What will add the fizz this summer?
Both Ohri and Chandramouli agree that the key to maintaining relevance and recall hinges on a few important strategies.
Ohri mentions, “This summer, soft drink brands should concentrate on creating new consumption occasions like aligning the brand with summer activities like IPL viewings, road trips, and college breaks to become an integral part of consumers' seasonal experiences.”
“Engaging Gen Z by utilising influencer partnerships, short-form video content, and meme culture to capture the attention of younger audiences who are active on digital platforms” will work wonders too, as per him.
As per him, for legacy brands, reviving iconic campaigns with a modern twist can rekindle emotional connections. For emerging brands, emphasising health-conscious options like reduced sugar content and natural flavours can attract health-aware consumers.
“Brands need to be bold, culturally relevant, and digitally savvy to stand out in the competitive landscape this summer,” he believes.
And while the consumer may only see a tempting bottle of fizz, the backstory is one of escalating ad budgets, trade margin wars, and brand reinvention. “Jo dikhta hai, woh bikta hai,” Roy quips, pointing out how visibility remains the key currency in FMCG warfare.
According to Chandramouli, brands must also respond to a growing wave of health and environmental consciousness by rolling out low-sugar variants, emphasising natural flavours, and embracing eco-conscious packaging.
In-store impact remains another battleground. Since aerated drinks are largely impulse purchases, companies are investing in eye-catching chillers, mobile retail units, and bold point-of-sale displays to convert visibility into sales. Experiential activations like sampling events and pop-ups are also making a comeback, enabling direct interaction and brand engagement. Amid all this, the one factor that may ultimately decide market leadership is trust.
As Chandramouli puts it, “Consistent messaging, quality assurance, and emotional alignment with consumer values are fundamental to strengthening long-term loyalty and preference.”
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