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.