Thums Up (Allu Arjun) vs. Campa Cola (Ram Charan) : A New Chapter in India's Cola Wars"

Ram Chran

It is summer, and the Cola Wars are on! It has become a custom among cola companies that the battle for dominance automatically heats up whenever summer arrives. The sniping has already started this year, and it’s getting quite interesting.

Allu Arjun

Thums Up has brought in Allu Arjun as its brand ambassador and released some very exciting and energetic videos. Not to be left behind, Campa Cola has now signed Southern superstar Ram Charan as its spokesperson. Interestingly, this marks a first in the advertising industry — the same spokesperson is now being used for the entire country. The advertisements heavily bank on his star status and mimic his famous movie scenes from Magadheera and RRR.

Mahesh Babu 

Salman Khan

Earlier, brands used to appoint different film stars for different regions — a North Indian celebrity for North India, and a South Indian celebrity for South India. For example, during 2012–2013, this practice was quite common: Mahesh Babu for South India, and Salman Khan, later Shah Rukh Khan, for North India. 

Shah Rukh Khan 

Vijaya Devarakonda

Vishal

Sudeep

Thums Up has used Shah Rukh Khan for Hindi, Vijay Deverakonda for Telugu, and Kichcha Sudeep for Kannada. The strategy was clear — use celebrities who connect emotionally with people in their mother tongue ("Muzabaan").

But now, the shift is evident: the same film star is being used both for North and South India. This move shows the growing power of South Indian movies, especially Telugu cinema, and how Telugu film stars are now being recognized as true pan-India celebrities.

An interesting side point: There are strong rumours that Ram Charan and Allu Arjun do not see eye to eye, and that they don't get along very well. This rivalry is now amusingly reflected in their being selected as ambassadors for competing cola brands — Campa Cola and Thums Up, respectively.

Interestingly, Ram Charan is endorsing Campa Cola across India, whereas Thums Up continues with different endorsers in different languages (Shah Rukh Khan in Hindi and Allu Arjun in Telugu). Is this advantageous for Campa Cola or Thums Up? Only time will tell.

Chiranjeevi 

During the pesticide controversy in cola drinks that erupted in 2008, superstar Chiranjeevi took the moral high ground and declared that he would never endorse any cola brands. He refrained from being a spokesperson for Thums Up. Chiranjeevi already had political ambitions at that time and quit cola endorsements in 2008. Credit must be given to Chiranjeevi for standing by his principles — he never again endorsed any cola throughout his career.

However, times have changed. Ironically, about 17 years later, his own son (Ram Charan) is now endorsing a cola brand! Meanwhile, Telugu superstar Mahesh Babu had no such moral constraints and continued endorsing Thums Up — and even Bollywood's Salman Khan did the same. In the end, perhaps it’s all about the money. That's just how it is!!!