Campa Cola, a brand of Reliance Consumer Products, has acquired the co-presenting rights for the upcoming Indian Premier League (IPL) season, marking a significant step in its expansion plans. The deal is valued at Rs 200 crore, the same amount secured by Coca-Cola’s Thums Up last season. This move will help Campa Cola to expand its presence across India and compete with other cola brands on a national level.
In addition to the co-presenting rights, Reliance Consumer Products will also promote its sports drinks, Spinner and RasKik Gluco Energy, during the IPL. Spinner, co-created with former Sri Lankan cricketer Muttiah Muralitharan, has secured sponsorship deals with five IPL teams, including Lucknow Super Giants, SunRisers Hyderabad, Punjab Kings, Gujarat Titans, and Mumbai Indians.
Meanwhile, Coca-Cola will continue its partnerships with Chennai Super Kings and Kolkata Knight Riders, and has also secured additional sponsorships and plans to boost sales through its tie-up with Domino’s, which operates over 1,000 stores. The IPL is expected to generate significant revenue, with advertising revenue expected to increase by 8-10% to around Rs 4,500 crore.
The IPL is a significant event for the soft drink industry, with the summer months accounting for more than half of India’s annual soft drink sales. The event has also seen a significant increase in brand value, with four teams – Chennai Super Kings, Mumbai Indians, Kolkata Knight Riders, and Royal Challengers Bangalore – having each surpassed $100 million in brand value. This move by Campa Cola is seen as a strategic step to increase its presence in the Indian market and compete with other major players in the industry.