Asia’s wealthiest individual, Mukesh Ambani, has revealed plans to revive Campa Cola, a legendary 1970s soda brand that once competed with Coca-Cola and Pepsi in India. The announcement has sparked a wave of nostalgia among millions of Indians who remember enjoying the beverage during their younger years.
Ambani’s Reliance Group declared this week that it would reintroduce Campa Cola to India’s multibillion-dollar non-alcoholic drinks market this summer, with three flavors: cola, lemon, and orange, as reported by CNN affiliate CNN News-18. The brand had filled a gap in the South Asian nation when its well-known American counterpart, Coca-Cola, was unavailable, and the news of its comeback has generated excitement among middle-aged Indians who recall consuming the drink in their youth.
Mumbai resident Shailesh Desai, 60, reminisced about how Campa Cola helped him overcome anxiety when he needed to inform his father about a poor grade on his report card and provided confidence when asking a girl out on a date. Sukant Khurana shared on Twitter that he remembers begging his grandfather to purchase the drink for him, stating that “Campa Cola will sell on nostalgia” if it tastes the same as it once did.
Coca-Cola, initially introduced in India in the 1950s, withdrew from the market over two decades later due to Indian government regulations that would have mandated disclosing its formula. In its absence, the Indian alternative Campa Cola gained immense popularity, dominating the country’s soft drink market.
Campa Cola’s popularity was fueled by catchy advertising campaigns that resonated with Indian youth, including a television commercial featuring Bollywood actor Salman Khan and print advertisements showcasing pop-art illustrations and vibrant colors. The brand’s tagline, “The Great Indian Taste,” hinted at an appeal to patriotism.
However, the brand’s popularity waned in the 1990s when India opened to foreign investment under Prime Minister PV Narasimha Rao and Finance Minister Manmohan Singh. Coca-Cola returned in 1993, and Pepsi and Fanta also gained popularity, while Campa Cola gradually vanished from stalls and shelves across India.
With the relaunch, Reliance aims to captivate both nostalgic Indians and a younger audience unfamiliar with Campa Cola’s previous iteration. A company spokesperson expressed hope that the revived brand would “inspire consumers across generations” and “trigger a new excitement in the beverage segment,” according to CNN News-18.
