Ajith Kumar, Actor-turned racer - via ajithkumarracing.comReliance Consumer Products Ltd (RCPL), the FMCG arm of Reliance Industries, has officially partnered with Ajith Kumar Racing – designating its energy drink Campa Energy as the team’s official energy partner.
In a statement, RCPL emphasized that the collaboration aligns with one of its core philosophies: supporting Made-in-India initiatives.
“This partnership reinforces that commitment,” the company said, adding that it reflects its mission “of offering best-quality global products at affordable prices, while fostering Indian talent and ambition on international platforms.”
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RCPL also highlighted the shared values between the brand and the racing team.
“The association celebrates the shared values of determination, endurance, and performance,” it said. According to RCPL, Campa Energy – with its bold, “never-give-up” persona – embodies the spirit of modern Indian youth: “fearless, driven, and always in pursuit of excellence.”
Ajith Kumar Racing, founded in 2024 by actor-turned-racer and Padma awardee Ajith Kumar, has already made a strong international debut. In its first season, the team secured a P3 overall finish at the 2025 Creventic 24H European Endurance Championship. Their stated long-term ambition: to elevate Indian motorsport to world-class standards, focusing on professionalism, precision, and teamwork.
For RCPL, this is more than a sponsorship – it’s a strategic play in building lifestyle and youth-focused brands. The company has been aggressively expanding its beverage portfolio. Its acquisition of the Campa brand from Pure Drinks Group in 2023 marked a major step, and this partnership strengthens its positioning of Campa Energy not just as a drink, but as a symbol of ambition and performance.
Analysts believe the tie-up serves a dual purpose: on one hand, it gives Ajith Kumar Racing more corporate backing and visibility on global racing circuits; on the other, it gives Campa Energy a powerful narrative – aligning with a high-performance sport helps the brand resonate with a young, aspirational audience. Over time, if the team continues to do well, this could significantly boost Campa’s prestige, especially as a made-in-India brand racing on international stages.
Beyond this, the deal signals RCPL’s larger ambition in the consumer space. It is not just building a beverage business; it’s crafting a portfolio of youth-oriented, performance-driven brands. With the infrastructure and scale of Reliance behind it, Campa Energy could leverage this partnership to deepen its cultural relevance and expand its reach among energetic, ambitious consumers.
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