Ram Charan Joins Campa’s Comeback: Reliance Unveils ‘Campa Wali Zidd’ Campaign to Inspire Youth

Reliance Consumer Products Ltd, the FMCG division of Mukesh Ambani-led Reliance Group, has introduced South Indian superstar Ram Charan as the face of Campa Cola.

This announcement coincides with the launch of a new marketing campaign titled “Campa Wali Zidd”, which puts the spotlight on resilience and determination.

The Revival and Rapid Growth of Campa

Since acquiring the Campa brand in 2022 and relaunching it in 2023, Reliance Consumer has been actively expanding its presence.

Originally a beloved soft drink brand from the 1970s and ’80s, Campa has swiftly regained attention, particularly among millennials and Gen Z.

With its nostalgic value and aggressive market strategy, the brand has carved out a fresh identity.

The new campaign aims to deepen its connection with India’s youth, positioning Campa as a symbol of the perseverance and ambition that drives the younger generation.

The “Campa Wali Zidd” Campaign

At the core of the campaign is a brand film featuring Ram Charan as himself. The narrative shows the actor overcoming physical and mental obstacles, emphasizing unwavering focus and dedication.

“The narrative follows Charan’s journey as he overcomes both physical and mental barriers. With cinematic visuals, stylized action, and authentic stunts performed by the actor himself, the film offers a raw, relatable portrayal of personal determination.”

The campaign is scheduled to launch during the IPL season and will span across television, mobile, and digital platforms, targeting millions of viewers.

This high-profile debut is part of a broader strategy to reinforce Campa’s brand value and connect emotionally with consumers.

IPL Partnership and Nationwide Presence

Campa Cola has acquired co-presenting rights for the Indian Premier League (IPL), reinforcing its intention to scale nationwide and establish a formidable footprint.

The IPL partnership offers an ideal platform to reach a broad and diverse audience, amplifying the campaign’s impact.

Prasoon Joshi, Chairman and CEO of McCann Worldgroup India, emphasized the campaign’s relevance:

“Through the ‘Campa Wali Zidd’ campaign, we wanted to tap into a truth that resonates deeply with today’s youth – their relentless drive and determination to keep pushing forward, no matter the obstacles. This tenacity is shaping the future of India, and Campa perfectly embodies that spirit. By aligning with Ram Charan, we’ve found a perfect representation of this unstoppable mindset.”

Strategic Growth in the FMCG Sector

In February 2025, Reliance Consumer Products made another bold move by entering the UAE market. Campa was introduced at the 30th edition of Gulfood in partnership with Agthia Group.

This expansion marks an important milestone in Campa’s growth journey, as the brand strengthens its international presence.

Domestically, Campa has gained significant ground, leveraging its Rs 10 price point, extensive advertising, and IPL tie-in.

This strategy has helped the brand secure a double-digit market share in the sparkling beverage category across select Indian states, posing stiff competition to industry giants like Coca-Cola and PepsiCo.

Impressive Financial Growth

According to a recent report by Nuvama Institutional Equities, Campa Cola is projected to reach Rs 1,000 crore in revenue for FY25, showing a remarkable 150% year-on-year growth from Rs 400 crore in FY24.

Such rapid scaling is rare in the FMCG sector, underscoring the success of Reliance’s strategy and execution.

Ram Charan: The Perfect Fit for Campa’s Vision

The choice of Ram Charan as brand ambassador aligns perfectly with the brand’s values. His journey, marked by transformation, perseverance, and global recognition, mirrors the campaign’s message of resilience.

“His journey, filled with dedication, transformation, and global success, exemplifies the very essence of ‘zidd.’ Our goal was to create an authentic connection with millions of young Indians who live this spirit every day, and Ram Charan’s story is a true reflection of that passion and perseverance,” Joshi added.

With the “Campa Wali Zidd” campaign, Reliance Consumer aims to build a deep emotional connect with Indian youth while expanding its market reach and reinforcing Campa’s position as a bold challenger in the beverage space.