Overview

Campa Cola, a legacy beverage brand now owned and relaunched by Reliance Consumer Products Ltd, is making a strategic comeback in the soft drinks category. With distribution focused on quick commerce platforms, the brand aims to re-establish relevance and drive adoption in a market dominated by global giants.

Tenovia partnered with Campa Cola to build performance marketing from the ground up on Zepto.

The Challenges

• Entering a highly consolidated duopoly market, where two multinational brands control ~95% of category sales
• Limited initial visibility on Zepto in a category led by deeply entrenched consumer preferences
• Stock availability constraints, impacting campaign scalability and consistency
• Early advertising efforts skewed towards competitor-led targeting, rather than brand-led demand creation

Tenovia’s Approach

• Built Zepto advertising from the ground up using Sponsored Products and Sponsored Brands
• Aligned media spends with real-time inventory health to avoid waste during stock-outs
• Implemented day-parting to focus budgets on peak demand hours (6 PM–10 PM)
• Dynamically optimised daily budgets to prioritise high-intent traffic windows
• Leveraged Tensight.ai for real-time visibility across stock status, OOS %, ROAS and campaign efficiency
• Prioritised high-ROAS ad formats, avoiding placements that did not justify scale

The Impact

• 6X revenue growth within 6 months on Zepto
• Maintained ROAS as per brand benchmarks while scaling
• Positioned Campa Cola as a credible challenger in a duopoly-led category
• Built a sustainable performance engine focused on long-term market entry and growth