Move over cola giants, there’s a new drink in town ready to bat for Indian cricket. Reliance Consumer Products’ homegrown soft drink, Campa, has landed a massive multi-year deal with the Board of Control for Cricket in India (BCCI) to become an official central sponsor. This strategic strike sidelines industry heavyweights Coca-Cola and PepsiCo, marking a bold step for the rebranded Campa and a shift in the Indian cricket sponsorship landscape.
As per the Economic Times, this exclusive partnership grants Campa the coveted rights to on-stadium presence, pouring rights, and beverage exclusivity for all cricket matches played in India throughout the agreed tenure. The timing couldn’t be more perfect, with the upcoming summer season promising fierce competition in the cola market after a dampened previous year.
But Campa’s swing extends beyond the boundaries of the men’s game. This partnership encompasses all cricket matches held in India, including the under-19 and women’s series, solidifying Campa’s commitment to fostering cricket across all levels. Financial details remain under wraps for now.
Masterstroke? Campa Cola sponsorship with BCCI
Cricket, a religion in India, offers brands unparalleled reach and loyalty. For Reliance, which relaunched Campa Cricket last year with a lemon-flavoured twist and a nostalgic cricket theme, this sponsorship is a masterstroke. It’s a platform to not only leverage the Campa Cricket brand but also promote other Campa variants, riding the wave of cricket frenzy throughout the nation.
Reliance Consumer Products, the FMCG arm of Reliance Retail Ventures, remains tight-lipped for now, but industry insiders are buzzing. With competitive pricing, the backing of JioMart’s massive platform, and strategic retail partnerships, Campa is poised to give Coke and Pepsi a serious run for their money. This summer, as millions tune in to watch their favorite cricketers, they might just find themselves reaching for a chilled Campa instead of the usual suspects.
Campa’s BCCI sponsorship deal is a game-changer. It’s a testament to the brand’s strategic revival, a challenge to established giants, and a promise of refreshing excitement for Indian cricket fans. So, raise a glass (of Campa, of course) to this unexpected turn of events, and get ready for a summer where Indian cricket promises more than just nail-biting matches – it promises a refreshing new flavor.
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