Ram Charan Becomes Face of Campa, New IPL Campaign Sparks Cola War

Ram Charan has signed on as the brand ambassador for Campa—the iconic soft drink that Reliance Consumer Products Ltd now owns. This strategic partnership kicks off a bold new campaign titled ‘Campa Wali Zidd’, which will launch during the Indian Premier League (IPL). The campaign will target millions of viewers through television, digital, and mobile platforms, marking a major leap in Campa’s aggressive comeback.

Campa Wali Zidd: A Campaign About Youth, Grit, and Growth

Reliance has launched this new campaign to highlight determination, resilience, and the unstoppable mindset of India’s youth. The brand film shows Ram Charan portraying himself, not a fictional character, emphasizing his real-life discipline and perseverance. The visuals follow his journey as he breaks through physical and mental challenges. Charan performs all his stunts, which adds intensity and realism to the message.

Prasoon Joshi, Chairman and CEO of McCann Worldgroup India, explained that the campaign reflects how today’s generation keeps pushing forward no matter what. He said Ram Charan’s disciplined lifestyle and relentless energy make him the perfect face for this inspiring message.

Reliance Boosts Cola Comeback with IPL and Global Expansion

Reliance acquired Campa Cola in 2022 and relaunched it in 2023. Since then, the brand has grown rapidly, especially among millennials and Gen Z. By offering Campa at a competitive price of Rs 10 and tying up with high-visibility platforms like IPL, Reliance has rapidly expanded its market reach.

Campa Cola grabbed the co-presenting rights for IPL 2025, giving it a powerful platform to connect with millions of cricket fans. Reliance also took the brand global by launching Campa at Gulfood 2025 in the UAE, in partnership with Agthia Group, to expand its presence overseas.

Campa’s Market Growth and Future Potential

Reliance has powered Campa’s growth through strong marketing and strategic pricing. According to Nuvama Institutional Equities, Campa will likely generate Rs 1,000 crore in revenue in FY25, up from Rs 400 crore in FY24—a 150% year-on-year jump. This kind of growth remains rare in the FMCG sector and poses a serious challenge to global giants like Coca-Cola and Pepsi.

By combining smart branding, a widely respected celebrity, and massive marketing firepower, Campa is quickly becoming a dominant force in India’s cola industry.

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