Asia’s richest man, Mukesh Ambani, has announced plans to revive the iconic 1970s soda brand that once rivaled Coca-Cola and Pepsi.
Ambani’s Reliance Group is launching Campa Cola this week. Indian CNN affiliate CNN News-18 reported that the non-alcoholic beverage market will be worth billions of dollars this summer in three flavors: cola, lemon and orange.
The brand filled a void in the South Asian country when its better-known American rival, Coca-Cola, was unavailable, and the news of its resurgence came as a middle-aged person who remembers drinking it when he was young. has aroused interest from Indians.
Shailesh Desai, a 60-year-old from Mumbai, told CNN that he remembered drinking Campa Cola “killing anxiety” when he needed to tell his father about his poor grades on the report card. She’s a girl on a date.
Skant Khurana wrote on Twitter that he remembered pestering his grandfather to buy him a drink.
“I have so many childhood memories…if it tastes like that, Campa Cola sells for nostalgia,” he wrote.
Meanwhile, Atul Mohan tweeted, “Some brands are timeless… people still ask ‘Do you drink kampa?'”
Coca-Cola was introduced to India in the 1950s, but more than two decades later, Coca-Cola withdrew from the market when the Indian government introduced regulations requiring disclosure of its formula.
In its absence, the Indian alternative, Kampa Cola, became immensely popular and soon became the country’s leading soft drink market.
Like its American rival, its popularity was boosted by a catchy advertising campaign that appealed to Indian youth. Bollywood actor Salman Khan starred in one of his famous television campaigns, but his print ads were known for pop art illustrations and bold colors.
It also had a punchy catchphrase, “The Great Indian Taste,” alluding to its patriotic appeal.
However, its popularity began to wane in the 1990s when India’s then-Prime Minister PV Narasimha Rao and his Finance Minister Manmohan Singh opened the country to foreign investment.
Coca-Cola was revived in 1993, and Pepsi and Fanta also became popular. Kampa Cola has gradually disappeared from stalls and shelves across the country.
With the new acquisition, Reliance apparently hopes to appeal to both Indians who are nostalgic for the brand, as well as introduce Coke to younger people who may not remember its previous incarnations.
According to CNN News-18, a company spokesperson said, “By showcasing Kampa with a new avatar, cross-generational consumers will embrace this truly iconic brand and spark new excitement in the beverage segment. I hope that
