indias reliance industries led by the countrys richest man mukesh ambani has partnered with three popular franchise cricket teams as it seeks to pit campa an iconic cola brand against soft drink giants like cocacola co ko and pepsico inc pep what happened in the upcoming indian premier league or ipl the countrys most popular franchise cricket tournament campa cola will be seen as a “pouring partner” for three teams lucknow super giants punjab kings squad and sunrisers hyderabad see also on benzinga india reliance shares bounce back after slumping to 52week low last week campa cola is expected to be widely available in various trade channels in the states of andhra pradesh and telangana among others by the start of the ipl season in endmarch sources familiar with the development told the hindu business line earlier this month reliance industries launched its campa range of chilled beverages with the initial introduction in andhra pradesh and telangana the beverage brand intends to increase its visibility during the ipl by engaging in activities such as title sponsorship and partnering with teams for jersey branding and refreshment the company also intends to promote campa cola during “strategic timeouts” the breaks cricketers take for refreshments in between matches many in india who grew up in the 80s and 90s know about the iconic campa cola but today’s young generation might not be familiar with it the company aims to make the young audience aware of its brand through partnership efforts it will be interesting to see how the brand is received now in india cocacola’s sprite is the top carbonated soft drink in the country according to data made available by hdfc securities via statista accounting for a 20 market share in the cola segment alone cocacola’s brand thumbs up has a 16 market share while coca cola’s namesake brand has 9 hold of the market pepsi accounts for 8 of the overall carbonated soft drinks market in india check benzinga’s coverage of the indian stock market and economy by following this link read next cci green lights reliance retails purchase of this cashandcarry business giant