New Delhi: Reliance Consumer Products Ltd (RCPL) said on Monday that the company's soft drinks brand Campa has acquired the rights for the 'co-powered' sponsorship slot in this year's Indian Premier League for both television and digital platforms.Coca-Cola's Thums Up held the rights last year. 'Co-powered', or 'co-presenting', is termed as the second most visible slot of IPL sponsorship after the title sponsorship.The development sets the stage this summer for a fierce cola war, which is making a comeback after several years, as all cola companies will compete nationally.ET first reported about RCPL buying the rights in its February 13 edition.The company did not reveal the financial terms, but industry executives aware of the details pegged the deal at close to ₹200 crore. Coca-Cola's Thums Up acquired the rights last year for a similar amount, they added. By securing the exclusive co-powered sponsorship across TV and digital, we are amplifying our presence on India's biggest stage, RCPL chief operating officer Ketan Mody said in a news release. According to the news release, Campa will take centre stage on TV, while Campa Energy will be advertised on digital platforms, both of which include Star channels and JioStar. Two RCPL beverages brands, Raskik Gluco Energy and Spinner, will debut their ads during the IPL. The move comes amid Campa scaling up distribution rapidly across India and coincides with an expected long peak summer season.Coca-Cola, meanwhile, is set to continue with its partnerships with Chennai Super Kings and Kolkata Knight Riders, besides acquiring other sponsorship slots.According to two executives representing media buying companies, the combined ad revenue of television and OTT platforms from the T20 cricket tournament is expected to increase 8-10% over last year to about ₹4,500 crore.