In 2023, Campa Cola, a heritage beverage brand making a strong comeback, wanted to reconnect with young Indian audiences. Instead of traditional advertising, Campa Cola turned to sports sponsorships — partnering with the Tamil Nadu Premier League (TNPL) with Zenminds Media Solutions driving strategy and execution.
Here’s how the campaign turned into a visibility success story.
Objective
- Build strong recall among youth in Tamil Nadu.
- Position Campa Cola as a refreshing alternative in a cola-heavy market.
- Drive engagement both inside stadiums and online.
Strategy by Zenminds
- On-Ground Branding
- LED boards during live telecast (high screen time visibility).
- Dugout and boundary branding placements.
- Branded kiosks at stadiums offering free samples.
- Team Jersey Sponsorship
- Front-of-jersey placement for key teams.
- Visibility during toss, post-match interviews, and press conferences.
- Digital Integration
- Co-branded reels with cricketers.
- “Campa Cola Moment of the Match” segment during coverage.
- Social media contests: #RefreshWithCampa.
Execution Highlights
- Visibility: Campa Cola logo received >2 hours of TV exposure per match across national sports channels.
- Engagement: 1.5M+ impressions from digital campaigns.
- Sampling Impact: 70,000+ fans tasted Campa Cola at TNPL venues.
Results
- 40% increase in aided brand recall (survey results post-tournament).
- Sales uplift in Tamil Nadu region during TNPL season.
- Significant brand re-entry into youth conversations.
Learning for Brands
- Regional leagues like TNPL can deliver cost-effective visibility compared to IPL.
- Integrating on-ground and digital activations amplifies impact.
- Sponsorship ROI goes beyond impressions — fan experience matters.
📌 Want your brand to achieve results like Campa Cola? Contact Zenminds today.