In a bold and strategic move, iconic Indian beverage brand Campa has announced superstar Ram Charan as its new brand ambassador. This collaboration marks not just a celebrity endorsement but a significant milestone in the brand’s evolving journey — a revival rooted in nostalgia, yet firmly oriented towards the future. At the center of this partnership lies a powerful new campaign titled ‘Campa Wali Zidd’, aimed at celebrating determination, resilience, and the relentless pursuit of one’s goals.

Campa, once a beloved soft drink brand of the 1970s and 80s, made a comeback in March 2023 with an ambition to reclaim its space in India’s highly competitive beverage market. Backed by Reliance Consumer Products, the brand was reintroduced to a generation that values authenticity, ambition, and bold individuality.

In just over a year, Campa has gained significant momentum. With widespread availability across key markets and a sharp focus on millennial and Gen Z consumers, Campa is no longer just a brand from the past — it’s a brand that understands the pulse of the present.

Today’s youth are driven, opinionated, and unapologetically persistent. They are dreamers, doers, and fighters — people who embrace hustle culture, value mental resilience, and aren’t afraid to take the unconventional route to success. The ‘Campa Wali Zidd’ campaign is Campa’s ode to this mindset — an ethos that aligns with the brand’s own journey of resurgence.

A Campaign Rooted in Real Grit
At the heart of the campaign is a powerful insight: real progress isn’t linear, and success never comes easy. It takes a special kind of mindset — one that refuses to quit when the going gets tough. That’s the essence of “zidd” — a word that denotes sheer stubbornness in the face of adversity, but in this context, transforms into a powerful virtue of staying true to one’s path.

The campaign brings this insight to life through a cinematic brand film featuring Ram Charan. But this isn’t your usual ad. The film doesn’t showcase the actor playing a role — instead, it captures Ram Charan as himself, as a real person with real struggles, victories, and grit.

The narrative follows Charan’s journey — both physical and mental — as he pushes through challenges with unwavering focus. From grueling training sequences to moments of self-doubt, the film is a visual metaphor for perseverance. It’s not just stylized action or glamour; it’s authentic storytelling powered by sweat, strength, and soul.

Every frame of the film is crafted to echo Campa’s core message: success isn’t handed over, it’s earned — through effort, clarity, and a deep sense of purpose. The visuals are rich, the action sequences real (with Ram Charan performing his own stunts), and the tone refreshingly raw. It’s this sincerity that makes the campaign deeply relatable.

Why Ram Charan?
The decision to onboard Ram Charan is a masterstroke. The actor, known for his intense roles and transformative performances, embodies the kind of personal discipline and resilience that today’s youth admire. From his journey as a South Indian film icon to gaining international recognition with RRR, Ram Charan’s path has been anything but easy — yet his success has been immense.

He’s not just a movie star; he’s a symbol of dedication, transformation, and cultural crossover. His grounded nature, combined with a relentless pursuit of excellence, makes him an ideal ambassador for Campa’s values.

Ram Charan’s association brings credibility, aspiration, and relatability — a trifecta of brand value that goes far beyond conventional celebrity branding. His journey mirrors the spirit of ‘Campa Wali Zidd’ — relentless, evolving, and deeply personal.

IPL: The Perfect Launchpad
The campaign is set to launch during one of India’s biggest entertainment spectacles — the Indian Premier League (IPL). With millions of viewers tuning in every match day across television, streaming platforms, and mobile screens, the IPL offers a cultural moment where high energy and emotional investment are at their peak.

By aligning the campaign with IPL, Campa ensures that its message is heard loud and clear by a wide demographic — from small-town dreamers to urban go-getters, from cricket lovers to content creators. The campaign will air across television, connected TV, and digital media, with an aggressive rollout that includes behind-the-scenes content, social media activations, influencer tie-ins, and retail-level buzz.

This high-visibility launch is not just about numbers — it’s about impact. The IPL season offers a platform that mirrors the essence of the campaign: ambition, competition, and perseverance.

Prasoon Joshi on the ‘Zidd’ Spirit
The campaign has been conceptualized by McCann Worldgroup India, led by Prasoon Joshi, a name synonymous with emotionally intelligent storytelling and meaningful advertising. Commenting on the campaign, Joshi 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.”

He emphasized that this campaign goes beyond marketing. It’s a cultural reflection of the times we live in — a tribute to a generation rewriting the rules.

“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’.”

Joshi added that the team’s objective was to make a campaign that connects at a visceral level, not just a visual one. “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.”

Rebranding a Legacy
Campa’s relaunch story is one of India’s most intriguing brand comebacks. Once an emblem of Indian identity before the cola giants took over, Campa is now carving a niche in a more evolved, value-driven marketplace. Instead of banking solely on nostalgia, Campa is leveraging emotion, ethos, and empowerment.

The ‘Campa Wali Zidd’ campaign is not just about positioning a beverage — it’s about reviving a brand ethos that mirrors the mindset of a new India: bold, driven, and unafraid to begin again.

Campa’s new positioning celebrates spirit over sparkle, struggle over shortcuts, and substance over style — all while maintaining a stylish, youth-focused appeal.

The Road Ahead
As the campaign rolls out across media and screens, the brand is poised to strengthen its emotional connect with the youth of India. Ram Charan’s story, the powerful visuals, the immersive storytelling, and the relevance of the campaign message combine to create a potent branding moment.

Campa is no longer just a blast from the past. It’s a brand for the now — driven by ambition, resilience, and yes, a little bit of “zidd.”

Whether you’re chasing a dream, breaking a barrier, or just trying to get through another challenge, Campa’s message lands with clarity:

Author: Kashish Ghosh