In a strategic move to bolster its presence in the Indian beverage market, Reliance Consumer Products Limited (RCPL) has secured the co-presenting sponsorship rights for the 2025 Indian Premier League (IPL) for its brand, Campa Cola. The deal, valued at approximately ₹200 crore, positions Campa Cola in a prime advertising slot previously held by Coca-Cola’s Thums Up.
This sponsorship marks a significant escalation in the competition among cola brands in India. Campa Cola, which was reintroduced to the market by RCPL in March 2023, aims to challenge established players like Coca-Cola and PepsiCo. By associating with the IPL, one of the most-watched sporting events in the country, Campa Cola seeks to rapidly expand its national footprint.
The IPL 2025 season is scheduled from March 21 to May 25, coinciding with the peak summer months when soft drink consumption is at its highest. RCPL plans to capitalize on this timing by debuting advertisements for its sports drink, Spinner, and energy beverage, RasKik Gluco Energy, both priced at ₹10. Spinner, co-created with former Sri Lankan cricketer Muttiah Muralitharan, has also secured sponsorship deals with five IPL teams: Lucknow Super Giants, SunRisers Hyderabad, Punjab Kings, Gujarat Titans, and Mumbai Indians.
The early onset of summer has heightened interest among companies in the beverage sector to ramp up their advertising efforts. Media buying executives estimate that the combined advertising revenue from IPL 2025, encompassing both television and digital platforms, will increase by 8-10% over the previous year, reaching around ₹4,500 crore.
RCPL’s aggressive marketing strategy, highlighted by securing the co-presenting sponsorship rights for IPL 2025, underscores its commitment to establishing Campa Cola as a formidable contender in India’s competitive soft drink market. This move not only revives the historic cola wars but also sets the stage for intensified competition during the upcoming IPL season.
Key Highlights:
- Reliance Consumer Products Limited has acquired the co-presenting sponsorship rights for IPL 2025 for its brand, Campa Cola, in a deal worth ₹200 crore.
- This strategic move aims to position Campa Cola against established players like Coca-Cola and PepsiCo in the Indian market.
- RCPL will also promote its sports drink, Spinner, and energy beverage, RasKik Gluco Energy, during the IPL season.
- The IPL 2025 season aligns with peak summer months, a critical period for soft drink sales in India.