The union of sweltering summer heat and the charged Indian Premier League (IPL) 2025 is creating a battleground for a fierce marketing battle between cola titans. With the country in the grip of cricket mania and thirst at its peak, brands are ready to unleash a tidal wave of tactical campaigns, looking to achieve maximum visibility and push sales.
This year’s battlefield is especially intense, with Reliance Consumer Products Limited’s (RCPL) Campa taking a strong debut as a co-powered sponsor on JioStar. This directly confronts the stronghold of established brands such as Pepsi and Coca-Cola, compelling them to innovate and upgrade their marketing strategies.
Industry insiders emphasize the IPL’s record reach of hundreds of millions of viewers via television and the internet. Its youth-oriented fan base, who are the principal target market of cola brands, and its overlap with the hottest summer consumption phase, position the tournament as an optimum vehicle to advertise on.
Marketing is breaking out of traditional TV ad formulas. Brands are prioritizing putting viewers into worlds through:
- Digital Activations: Interactive activations, social media participation, and live match experiences.
- Hyper-local Campaigns: Targeted messaging and activation that appeals to niche regional populations.
- Celebrity Endorsements: Riding the stardom of cricketers and Bollywood stars to create amplification of brand messages.
- 360-degree Marketing: Merging TV, OTT, digital, and on-ground activations for wholesome brand visibility.
The focus is on pushing direct sales with real-time promotions, bundle pricing, and interactive content that takes advantage of premium match moments. Area marketing is significant, with brands employing local languages and local celebrities to speak to multinational audiences and activate Tier 2 and Tier 3 markets.
It emphasizes the need for developing “3E Marketing” that is Emotive, Engaging and Experiential. IPL 2025 season will be a critical point for cola brands, where award-winning campaigns, smart partnerships, and successful regional plays will make or break the winners in the hotly contested summer marketing battleground.
