ICC World Cup: Cola companies to rope cricketers for advertisements ahead of cricket fever
Reliance's Campa gearing up for a 'second summer' to coincide with the cricket season, after the peak quarter of April-June got washed out because of unseasonal rains.
PepsiCo is roping in cricketer Hardik Pandya for its Gatorade sports drink brand, while Reliance, which launched the Campa Cricket drink last week, is planning to advertise extensively on the World Cup by leveraging its own Mumbai Indians team. Coca-Cola, meanwhile, is investing in sponsorship deals for both the Asia Cup and the World Cup.
«With Hardik, we aim to actively engage with the fitness and active lifestyle community, and help them in being rehydrated, replenished and refuelled,» Ankit Agarwal, associate director, hydration & energy at PepsiCo India, told ET.
The beverage maker's other drinks such as Pepsi, Mountain Dew, Sting and Slice are endorsed by actors Ranveer Singh, Hrithik Roshan, Akshay Kumar and Kiara Advani.
Reliance Consumer Products, which is expanding its beverage portfolio to the cricket-themed lemon-flavoured sports-based carbonated drink, Campa Cricket, will leverage its existing associations with the IPL Mumbai Indians team ahead of the ICC Men's World Cup being hosted by India, executives aware of its plans said.
Campa Cricket will compete directly with existing fizzy lemon drinks as well as PepsiCo's Gatorade and recently launched Limca Sportz by Coca-Cola. Campa Cricket, endorsed by newcomer cricketer Ishan Kishan, is now promoting the brand on its Instagram handle tying in with sport.
