Campa Cola and ChatGPT Secure Partnership with Team India

Sep 8, 2026

73 min

Sep 8, 2026 10:32

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

## Campa Cola's Remarkable Comeback

Campa Cola, once a dominant force in India's beverage market during the 1970s and 1980s, has made a significant comeback by securing a partnership with the Board of Control for Cricket in India (BCCI). The brand, which struggled against international giants like Coca Cola and Pepsi after India's economic liberalization in 1991, has now outbid competitors to become an associate partner for Team India.

## New Partnerships Announced

The BCCI recently announced its new associate partners for bilateral matches held in India. Among the successful bidders are ChatGPT and SBI Life, each committing ₹1.2 crore. However, Campa Cola emerged as the highest bidder, offering ₹1.3 crore, surpassing other contenders such as Bisleri and Indian Oil Corporation.

## A Strategic Revival

Campa Cola's resurgence began in August 2022 when Mukesh Ambani's Reliance Industries Limited acquired the brand for ₹22 crore. This acquisition led to a relaunch with new flavors and an aggressive marketing strategy. The brand's efforts paid off when it sponsored the Indian Premier League in 2025, paving the way for its latest partnership with the BCCI.

## Future Prospects

The partnership with BCCI will see Campa Cola sponsoring Team India for 35 matches until March 2028. This move marks a significant milestone in the brand's revival journey, as it continues to seek a title sponsor for the national team. Campa Cola's story is a testament to its resilience and strategic reinvention in the competitive beverage market.

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