Brands
Reliance’s Campa Cola secures major IPL deal, setting stage for summer cola wars
MUMBAI: Reliance Consumer Products’ Campa Cola has secured the co-presenting rights for this year’s Indian Premier League (IPL) for nearly Rs 200 crore, reports The Economic Times. The deal marks one of the tournament’s most visible sponsorship positions, previously held by Coca-Cola’s Thums Up. However, Indiantelevision.com sources informed us that the actual figure is about 50 per cent higher than what The Economic Times estimated.
The acquisition signals Campa’s national ambitions, as the brand prepares for its first summer of pan-India competition in the cola market. Reliance is also planning to debut advertising for its sports drink Spinner and RasKik Gluco Energy, both priced at Rs 10, during the tournament.
Spinner, co-created with former Sri Lankan cricketer Muttiah Muralitharan, has separately partnered with five IPL teams – Lucknow Super Giants, SunRisers Hyderabad, Punjab Kings, Gujarat Titans and Mumbai Indians. Meanwhile, Coca-Cola will maintain its partnerships with Chennai Super Kings and Kolkata Knight Riders.
The combined advertising revenue from television and OTT platforms for IPL 2025 is expected to rise by 8-10 per cent over last year to approximately Rs 4,500 crore, according to media buying executives quoted by the newspaper.
The tournament, scheduled from 21 March to 25 May, coincides with peak summer sales period, which typically accounts for over 50 per cent of annual soft drink sales
Tata Motors remains the title sponsor, having retained the rights for five years for Rs 2,500 crore, making it the tournament’s most valuable sponsorship deal to date.
Brands
Centrum taps into daily fatigue with new Har Din Ko Kar Recharge campaign
New film highlights how a quick nutrient boost can turn everyday tiredness into energy
MUMBAI: In a bid to connect with India’s always-on lifestyle, Centrum has rolled out a new campaign titled ‘Har Din Ko Kar Recharge’, spotlighting the everyday struggle with fatigue and the need for simple, accessible wellness solutions.
The campaign, launched by Haleon, promotes Centrum Recharge, an effervescent energy drink mix designed to replenish essential micronutrients lost during daily activity. Priced at Rs 10 per sachet, the product combines Vitamin C, Vitamin B12, Magnesium, and Zinc to support energy, hydration, and immunity in a convenient format.
At the heart of the campaign is a light-hearted film that brings a relatable slice of life to the screen. It follows a tired young man who is unexpectedly challenged to a street game by a child. Initially reluctant, he turns to a Centrum Recharge sachet, after which his energy visibly returns, allowing him to join in with enthusiasm. The narrative neatly ties into the brand’s core message that small nutritional boosts can make a big difference in daily vitality.
Speaking on the launch, Haleon ISC head wellness & OTC Deepali Agarwal said the campaign aims to bring attention back to everyday energy and participation. She highlighted that modern routines often leave people feeling drained, and solutions like Centrum Recharge can help bridge nutritional gaps while encouraging a more active lifestyle.
The brand is also positioning the product as part of a larger push to democratise multivitamin consumption in India, especially at a time when micronutrient deficiencies remain widespread. With variants for both kids and adults and availability across retail, pharmacies, and quick commerce platforms, the company is betting on accessibility as a key growth driver.
The campaign will be amplified across digital and television platforms nationwide, supported by on-ground activations, sampling initiatives, and e-commerce visibility. As Centrum leans into the everyday energy conversation, its latest push makes a clear pitch. Staying energised, it suggests, might just be as simple as hitting refresh on your daily routine.
