Reliance Consumer Products Ltd. (RCPL) is shaking up India’s beverage industry with its aggressive push for Campa Cola, securing the high-profile co-presenting sponsorship rights for the 2025 Indian Premier League (IPL). With a reported investment of Rs 200-250 crores, Campa Cola is poised to disrupt the dominance of global giants Coca-Cola and Pepsi, sparking a new era of cola wars.
A Game-Changing Move
Campa Cola’s IPL sponsorship marks a major turning point. Until last year, its presence was limited to select markets like Andhra Pradesh and Gujarat. Now, with IPL’s nationwide reach, the brand is set to establish itself as a formidable competitor. The move signals Reliance’s intent to capture substantial market share through strategic visibility, disruptive pricing, and an aggressive marketing campaign.
“This year’s summer will mark the first time all cola companies will compete on a pan-India level,” notes Abneesh Roy, Executive Director at Nuvama Institutional Equities. “With the IPL’s high visibility, we expect Campa Cola to perform exceptionally well in CY25. This, in turn, could negatively impact existing cola incumbents.”
Last season, Coca-Cola’s Thums Up held the same IPL sponsorship slot at a similar investment. Now, with Reliance backing Campa Cola, the cola war is set to intensify, with advertising and trade strategies being redefined across the industry.
Campa Cola’s Rapid Growth and Market Disruption
Campa Cola’s meteoric rise is reflected in its projected financials. The brand is expected to hit Rs 1,000 crore in revenue for FY25, a significant jump from Rs 400 crore in FY24, marking an impressive 150% year-on-year growth.
“These kinds of numbers—Rs 1,000 crores revenue within two years of operations—are extremely rare in FMCG,” says Roy. “This clearly signals the disruptive impact Campa Cola has started to create.”
The brand’s Rs 10 price point, coupled with extensive advertising and IPL’s broad appeal, has already helped it capture a double-digit market share in the sparkling beverage category in select states. Analysts predict that the next two to three years will see Coca-Cola and PepsiCo face significant market share erosion, with potential spillover effects on Dabur’s fruit juice segment and Tata Consumer’s Nourishco.
The Intensifying Cola Wars: A Boon for Media and Trade
With Reliance’s aggressive push, the cola wars are heating up. Major players are expected to ramp up advertising budgets and increase trade margins to remain competitive. This surge in spending benefits media companies and strengthens the overall trade ecosystem within the beverage sector.
Beyond colas, RCPL is also betting big on its sports drinks segment. The company is launching ‘Spinner,’ a sports drink co-created with legendary cricketer Muttiah Muralitharan, and ‘RasKik’ gluco-energy drink—both priced at Rs 10. These products will debut during IPL with strong promotional backing. Spinner has already signed sponsorship deals with four IPL teams: Lucknow Super Giants, SunRisers Hyderabad, Punjab Kings, and Mumbai Indians.
Challenges for Pepsi’s Bottler and Other Incumbents
Reliance’s aggressive marketing blitz poses challenges for established players like Varun Beverages, PepsiCo’s bottler in India. As Campa Cola scales up nationally, Varun Beverages could face pressure on volumes and profitability.
While some investors have expressed concerns about Campa Cola’s ability to scale manufacturing and compete on taste, Roy remains confident: “In FMCG, ‘jo dikhta hai, woh bikta hai’—visibility drives sales. With IPL sponsorship, Reliance is ensuring that Campa Cola is seen by millions.”
Additionally, Coca-Cola is maintaining its stronghold by partnering with IPL teams Chennai Super Kings and Kolkata Knight Riders, while leveraging its extensive Domino’s distribution network. The global beverage giant is also reinforcing its presence in India following Jubilant FoodWorks’ recent 40% acquisition of Hindustan Coca-Cola Beverages (HCCB), its bottling arm.
The Bigger Picture: IPL’s Economic Impact on Ad Revenue
The IPL’s significance extends beyond cola wars, as it remains a crucial driver for advertising revenues. Media buying executives project that IPL 2025’s combined ad revenue from television and OTT platforms will rise by 8-10%, reaching approximately Rs 4,500 crore. With the league running from March 21 to May 25—coinciding with peak summer months, when soft drink sales skyrocket—brands are investing heavily to capture consumer attention.
A recent Brand Finance report valued the cumulative brand worth of IPL franchises at $12 billion in 2024, up 13% from the previous year. Notably, Chennai Super Kings, Mumbai Indians, Kolkata Knight Riders, and Royal Challengers Bangalore each surpassed the $100 million brand valuation milestone.
A New Era of Cola Wars
Campa Cola’s IPL sponsorship is more than just a high-stakes advertising move—it is a strategic play that could reshape India’s beverage industry. With Reliance’s backing, the brand is leveraging IPL’s unparalleled reach to carve a national presence, challenging global incumbents head-on. As cola giants respond with increased marketing efforts, the coming seasons promise a fierce battle for consumer loyalty and market dominance.
