Reliance Consumer Products (RCPL), the FMCG arm of Reliance Industries, has onboarded Ram Charan as its brand ambassador for its beverage brand, Campa.
With this partnership, the brand is launching a new marketing campaign that captures the spirit of determination, resilience, and personal grit.
Campa has also launched its latest campaign ‘Campa Wali Zidd’ which is centred around a powerful insight – that true progress stems from resilience and the courage to keep going.
The heart of the campaign is a new brand film featuring Ram Charan, not in a scripted role, but as himself. The narrative follows Charan’s journey as he overcomes both physical and mental barriers, showcasing his unparalleled focus and unwavering commitment.
The Campa Wali Zidd campaign will make its debut during the high-profile IPL 2025 season, reaching millions of viewers across television, connected TV, and mobile platforms. With a high-impact rollout, the campaign will amplify the message of perseverance and determination to a wide audience, inspiring viewers to pursue their goals with unshakable resolve.
Prasoon Joshi, Chairman and CEO of McCann Worldgroup India, said, “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. 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.”
