NEW DEHLI: Mukesh Ambani, Asia’s richest man, has announced plans to relaunch an iconic 1970s soda brand that once competed with Pepsi and Coca-Cola, sparking a wave of nostalgia on social media among millions of Indians who grew up drinking the beverage.
Ambani’s Reliance Group announced this week that Campa Cola will be reintroduced to India’s multibillion-dollar nonalcoholic drinks market this summer in three flavors: cola, lemon, and orange. The brand filled a void in the South Asian country when its more famous American rival Coca-Cola was unavailable, and the news of its return has sparked a frenzy of interest among middle-aged Indians who remember drinking it as children.
Shailesh Desai, 60, of Mumbai, told CNN that drinking Campa Cola “would drown the apprehension” when he needed to tell his father about a poor grade on his report card and boost his confidence when he wanted to ask a girl out on a date.
Sukant Khurana, writing on Twitter, recalled pestering his grandfather to buy him the drink. Meanwhile, Atul Mohan stated on Twitter that “some brands are timeless… people still ask, ‘Will you drink Campa?'”
Coca-Cola
Coca-Cola was introduced in India in the 1950s, but it exited the market just over two decades later when the Indian government imposed a regulation requiring it to reveal its formula.
In its absence, the Indian alternative Campa Cola quickly grew to dominate the country’s soft drink market. Its popularity, like that of its American rival, was fueled by catchy advertising campaigns that appealed to Indian youth. One of its most well-known television campaigns featured Bollywood actor Salman Khan, and its print advertisements were known for their pop-art illustrations and bold colors. It also had a catchy tagline that hinted at patriotism: “The Great Indian Taste.”
However, its popularity began to wane in the 1990s, when India’s then-Prime Minister PV Narasimha Rao and Finance Minister Manmohan Singh liberalized the country’s investment policies. Foreign cola brands made a comeback, with Coca-Cola reintroducing itself in 1993 and Pepsi and Fanta becoming popular. Campa Cola gradually vanished from store shelves and stalls across the country.
Reliance appears to be hoping to appeal to both those Indians nostalgic for the brand and to introduce the cola to a younger audience who may not remember its previous incarnation with its new acquisition. According to CNN News-18, a company spokesperson stated, “By presenting Campa in its new avatar, we hope to inspire consumers of all generations to embrace this truly iconic brand and spark new conversations.”
