Home ›› 11 Mar 2023 ›› Asia Biz
Indian billionaire Mukesh Ambani’s Reliance Group is set to relaunch an iconic 50-year-old beverage brand, Campa Cola, this summer.
It bought the brand from its makers, Pure Drinks, last August for 220 million rupees ($2.7m;£2.2m).
The soda will be offered in cola, lemon and orange flavours, reports BBC.
The drink was popular in the 1970s and 80s, but fizzled out after foreign cola brands entered the market.
A Reliance spokesperson told The Times of India newspaper that the company hopes to “inspire consumers across generations to embrace this truly iconic brand”.
Campa Cola’s (originally spelt Campa-Cola) story in India began where Coca-Cola’s story ended.
Coca-Cola, which entered India in the 1950s, was the most popular soft drink brand in the country till the 1970s.
A change in government policies in 1977 required Coca-Cola to dilute its equity stake in its Indian firms and also reveal the “secret formula” of its concentrate to them.
Not wanting to do this, Coca-Cola pulled out of India. To fill up the vacuum created by the brand’s absence, a government-owned company launched Double Seven (77), but the drink didn’t find many takers.
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Pure Drinks, Coca-Cola’s main bottler in India, seized the opportunity to launch a soda of their own.
It was called Campa Cola and used the same Coca-Cola font. The homegrown soft drink brand quickly established itself as the drink for young people. The brand’s advertisements had a youthful appeal, memorable taglines and a strong nationalistic connect. Its punchline “The Great Indian Taste” is still remembered and associated with the brand.
In one of its ads, a group of youngsters sailing on a yacht - and starring Bollywood actor Salman Khan - can be seen sipping on the drink as a catchy jingle plays on in the background.
Campa Cola’s print ads were just as playful and peppy, and often emphasised celebrating togetherness. One ad bills it as the beverage to sip on during “Times of fun” and “Times of joy”.
The fizzy drink soon became an instant hit with children and teenagers and was a staple at birthday parties and family outings.
