Campa, India’s homegrown soft drink legacy, has signed actor Ram Charan as its brand ambassador in a bold new campaign titled ‘Campa Wali Zidd’. The campaign taps into a powerful theme—inner grit—and positions Campa as a symbol of perseverance, perfectly timed for a generation that doesn’t back down.
A Comeback Story with Character
Campa, which returned to shelves in 2023, has steadily re-established itself in the market. With an eye on the youth, the brand is now leaning into storytelling that resonates with a driven and determined India. Bringing Ram Charan into the fold feels like a natural extension of this strategy.
The Film: Resilience in Motion
Created by McCann Worldgroup, the campaign film doesn’t portray a fictional character. Instead, it shows Charan being himself—disciplined, focused, and relentless. The narrative draws from his personal journey, not just as an actor, but as someone who has pushed boundaries, physically and mentally.
In the film, viewers catch glimpses of intense training sessions and emotional moments. There’s no sugarcoating or theatrics—just a quiet, raw determination. Every scene underscores the central idea: to go further, you need more than talent—you need ‘zidd’.
IPL Launch to Maximize Impact
The campaign will go live during the IPL season, one of India’s most-watched cultural touchpoints. With a mix of television, digital, and mobile activations, the message is expected to reach a wide cross-section of the audience—from cricket fans to fitness enthusiasts and young professionals.
More Than a Celebrity Face
Explaining the intent behind the campaign, Prasoon Joshi, Chairman and CEO of McCann Worldgroup India, said:
“We weren’t looking for a script, we were looking for truth. Ram Charan’s story reflects the kind of resilience that people admire, but also relate to. ‘Campa Wali Zidd’ is a mindset, and he brings that to life without pretense.”
A Shift in Tone for Campa
This isn’t just a product relaunch—it’s a repositioning. Campa isn’t chasing nostalgia alone. It’s speaking to those who are building something of their own—one setback, one step, and one small win at a time.
By choosing a campaign anchored in character and resolve, Campa sends a clear message: real strength lies in showing up every day, no matter what.
