Reliance Consumer Products Ltd, a leading FMCG company, has launched a new marketing campaign for Campa Cola, a soft drink brand revived in 2023 after its acquisition in 2022. The campaign, titled “Campa Wali Zidd”, features actor Ram Charan as the new face of the brand and aims to focus on determination and resilience. The brand film showcases Ram Charan overcoming physical and mental challenges, highlighting his persistence and drive. The film showcases the actor performing stunts himself, offering a raw and relatable portrayal of personal determination.
The campaign will roll out during the Indian Premier League (IPL) season across TV, mobile, and digital platforms, targeting millions of viewers. Notably, Campa Cola has acquired the co-presenting rights for the IPL, underscoring its intent to scale up rapidly and expand its presence nationwide. The brand has experienced rapid popularity among millennials and Gen Z since its revival, and this campaign aims to deepen its connection with this demographic.
The move marks the latest attempt by Reliance Consumer to reinvigorate the Campa Cola brand, which was once a beloved soft drink in India during the 1970s and 80s. With Ram Charan as its new ambassador, Campa Cola hopes to appeal to a new generation of consumers. The campaign is expected to increase brand visibility and drive sales, as Reliance Consumer looks to expand its presence in the Indian market.