Highlights
Campa Redefines Modern Brand Participation
Campa reimagines modern brand participation by amplifying the celebration, rather than solely owning it. With the Campa Dumdaar Fizz anthem created in collaboration with Parthiv Gohil, the brand has spread its vibrant energy beyond the garba grounds, activating in 17 major pandals, including LVP and United Way of Baroda, and generating over 30 million organic impressions across digital platforms. This campaign focused not only on presence but also on the true pulse of the festivities.
The Impact of Campa’s Engagement
Campa became synonymous with the rhythm of Navratri, integrating its experience through on-ground activations, digital amplification, influencer partnerships, and radio engagement.
Key Participation Metrics
- 2.3M+ on-ground participants
- 5,000+ engaged in the VR + Reels Campa Hook Step experience
Across Gujarat, garba nights transformed into immersive branded experiences, with Campa Fizz Zones energising both dancers and viewers. The refreshment and catering areas showcased RCPL’s other beverages, such as Raskik, Suncrush, and Independence Water, all offered at reasonable prices, providing a comprehensive sensory festival experience.
Engagement Strategies that Elevated the Campaign
Powerful engagement strategies included:
Signature Campa Garba Step and Influencer Participation
The introduction of a Signature Campa Garba Step became a crowd sensation, with youth and regional influencers like Puja Joshi, Himani Shah, and RJ Mit promoting the move across pandals and social media. This step emerged as a representation of the brand’s Dumdaar Fizz, creating a seamless blend of digital and on-ground celebration.
On-Ground VR + Reels Activation
This innovative setup permitted participants to learn and execute the Garba Step in a virtual environment, seamlessly merging physical movement with digital interaction. Over 5,000 participants took part, generating reels and sharing their performances online, thereby expanding the campaign’s visibility.
Fizz Countdown Blasters and Campa Dumdaar Performer Awards
Every evening culminated in a festive climax, featuring Fizz Countdown Blasters illuminating the grounds and Dumdaar Performer Awards honouring the most spirited dancers. These moments encapsulated the energetic essence of Navratri while reinforcing Campa’s place as a brand that embraces and celebrates the grit, energy, and determination of its audience.
The influence of Campa transcends any single festival. The brand embraces the determination and spirit of millions across the year, from the cricket season to Kumbh Mela, Ganesh Utsav, and Rath Yatra. Each activation captures the enthusiasm, spirit, and cultural pride of its audience, affirming Campa as a brand that enhances celebrations wherever they flourish.