Campa Cola, ChatGPT win Team India's associate partner bid

Dubai: The Board of Control for Cricket in India (BCCI) has unveiled its list of associate partners for bilateral matches in the country. Among the new partners are ChatGPT and SBI Life, both agreeing to a ₹1.2 crore (Dh466,396) deal. However, the headline-grabbing brand is Campa Cola, which reportedly outbid competitors SBI Life and Bisleri with a bid of ₹1.3 crore (Dh505,262).

Despite its once dominant market position in the 1970s and 1980s, Campa Cola has faced challenges in recent years. Globalization and the rise of international brands like Coca Cola and Pepsi led to a decline in the Indian brand's market share. By 1991, following India's economic liberalization policy, Campa Cola had to close its plant and offices.

The brand lingered until 2009, producing a limited amount of product in Haryana. In 2022, the resurgence of Campa Cola began when Mukesh Ambani, India's wealthiest individual, invested ₹22 crore (Dh8,550,592) in the brand. Reliance Industries Limited acquired Campa Cola and relaunched it with new flavors, restoring its aggressive marketing strategy.

Now, Campa Cola has joined forces with the BCCI to sponsor the national cricket team for 35 matches until March 2028, while the board continues to search for a title sponsor.