Campa, a soft drink brand owned by Reliance Consumer Products, will be one of the official core sponsors of every Board of Control for Cricket in India (BCCI) series held in India beginning this year.
In a recent move, fast-moving consumer goods (FMCG) behemoth Reliance Consumer Products’ Campa has signed an agreement with the Board of Control for Cricket in India (BCCI) to serve as a sponsor for all home series. As part of the multi-year agreement, Campa will gain pouring rights, on-ground presence, and a beverage relationship for BCCI home matches.
Campa is an ancient Indian beverage brand that was relaunched last year amid a remarkable comeback following an INR 22-crore acquisition from Mukesh Ambani’s FMCG unit. The arrangement between the BCCI and Reliance-owned brand increases the organization’s grasp on the Indian cricket scene after JioCinema, another subsidiary brand of the blue-chip corporation, gained the streaming and broadcasting rights for Indian cricket’s home matches, including the Indian Premier League (IPL).
What does executive says?
“We are delighted to become the official partner of BCCI for India-based cricket events. This partnership not only gives us an opportunity to forge a strong connection with a billion Indian fans but will also help us reach cricket lovers and communities worldwide. With Campa being an iconic heritage homegrown beverage brand, which offers the Great Indian Taste, it is uniquely positioned to push the boundaries of cricket fandom and bring authentic Indian taste to cricket fans,” said a spokesperson for Reliance Consumer Products Limited (RCPL).
“Any such exclusive cricket sponsorship is a significant benefit for brands, given the reach and following cricket has in India. Reliance, which had launched Campa Cricket last year in September as a cricket-themed lemon-flavoured sports-based carbonated drink, is expected to be leveraged extensively along with other Campa variants, as part of the partnership,” the executive added.
According to one of the executives involved in the contract, Campa’s several versions would be marketed widely through commercials and sponsorships during the broadcast of India’s home matches. Therefore, Campa’s sponsorship will exclude other big competitor brands owned by The Coca-Cola Company and PepsiCo.
Campa’s Promotion continues
Star Indian cricketers including as Ishan Kishan, Yuzvendra Chahal, Arshdeep Singh, and Suryakumar Yadav endorse Campa, prompting predictions that the brand’s consumption may increase significantly as a result of the recent agreement. With summer approaching in India, the two-month-long IPL 2024 may see a surge in Campa’s presence across the country, as the beverage sector remains controlled by foreign companies.
With the arrangement now in place, India’s next T20I series against Afghanistan, followed by five Tests against England, may see Campa make his debut with the top cricketing body in both white-ball and red-ball forms in January.
