Relaunch Of Iconic 1970s Indian Soda Drink Campa Cola
Mukesh Ambani, revealed intentions to resurrect a legendary soda brand from the 1970s that previously competed with Coca-Cola and Pepsi.
The announcement sparked a surge of excitement on social media among the millions of Indians who did grow up drinking the beverage.
Ambani’s Reliance Group said this week that Campa Cola would return to India’s multibillion-dollar non-alcoholic beverage market this summer in three flavors: cola, lemon, and orange.
When Coca-Cola, a more well-known American rival, was unavailable in the South Asian nation, this brand stepped in to fill the hole. Middle-aged Indians who grew up drinking this product have been enthralled by the news of its reappearance.
According to Bombay native Shailesh Desai, 60, drinking Campa Cola “would drown the apprehension” when he had to inform his father about a poor mark on his report card and give him more confidence when he wanted to ask a lady out.
On Twitter, Sukant Khurana stated that he remembered bugging his grandfather to get him the drink.
“So many memories from my youth… “Campa Cola will capitalize on nostalgia if it tastes anything like it did,” he wrote.
Atul Mohan tweeted in the meantime, “Certain brands remain timeless… Others continue to enquire, “Would you drink Campa?”
While Coca-Cola was initially sold in India in the 1950s, the company left the market less than two decades later after the Indian government passed a law requiring it to disclose its recipe.
Due to its absence, Campa Cola in India quickly overtook it as the most popular soft drink in the nation.
Mukesh Ambani, the managing director of Reliance Industries, at the October 11 opening of the Center for the Fourth Industrial Revolution in India in New Delhi.
Like its American adversary, India’s youth were drawn to the advertising’s snappy campaigns. One of its most well-known television advertisements featured Bollywood actor Salman Khan, and its print advertisements were renowned for their pop-art graphics and vibrant colors.
Nevertheless, as India’s then-Prime Minister PV Narasimha Rao and his Finance Minister Manmohan Singh opened the nation to foreign investment in the 1990s, its popularity started to decline.
Coca-Cola made a comeback in 1993, and Pepsi and Fanta also experienced a resurgence in popularity. Over time, Campa Cola was gradually phased out of stores and shelves all over the nation.
Campa Cola had used ‘The Great Indian Taste’ as another catchy tagline that appeared to make a patriotic appeal.
Reliance seems to be aiming to please both those People who are passionate for the brand and to expose the cola to a younger generation who may not recall its prior version with its new acquisition.
According to a company representative, “By presenting Campa in its new avatar, we intend to encourage customers across generations to embrace this genuinely iconic brand and create a fresh excitement in the beverage market.
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