Camp Cola was a popular brand of cola soft drink that was manufactured and sold in India by the Pure Drinks Group. The drink was introduced in the Indian market in the late 1970s and quickly gained popularity among consumers. The brand was known for its wide range of flavors, including cola, lemon, orange, and others.
However, in 2006, the Indian government banned the sale and production of Campa Cola due to concerns over the use of high levels of pesticides in the drink. Since then, there have been several attempts by different companies to revive the Campa Cola brand, but they have been unsuccessful. In recent years, some smaller companies have launched cola drinks with similar names and packaging to Campa Cola, but they are not related to the original brand and do not use the same formula.
In 2013, the Supreme Court of India ordered the demolition of several unauthorized buildings in Mumbai, including the Campa Cola compound in Worli. The compound consisted of several high-rise buildings that were constructed illegally, violating building regulations and safety norms. The residents of the buildings, who were unaware of the illegal construction, launched protests and appealed to the government for relief. The case received widespread media attention, and eventually, the government granted some relief to the residents, allowing them to regularize the buildings within certain conditions.
Overall, Campa Cola remains a nostalgic memory for many Indians who grew up in the 1980s and 1990s, and its popularity has spawned numerous social media groups and fan clubs dedicated to preserving its legacy.
Campa Cola Relaunch
In response to the re-entry of Campa Cola into the cola market by Reliance Consumer Products, Coca-Cola has decided to lower the prices of certain low stock-keeping units in strategic states to maintain its competitive edge.
India’s Campa Cola, a ‘patriotic’ soft drink that gained popularity in the absence of Coca-Cola and Pepsi during the 1970s and 1980s, is set to make a comeback over half a century since its launch. Relaunched by India’s wealthiest man, Mukesh Ambani, the homegrown brand resonated with Indians as a symbol of national pride, and its tagline, “the great Indian taste”
Campa Cola gained popularity during a time when India had a planned economy that discouraged western imports. Coca-Cola’s exit from India in 1977, following its refusal to share its secret formula with Indian entities, left a gap in the market that was filled by the homegrown Campa Cola, despite Indians being aware that it was not the authentic cola. Nonetheless, the soft drink remained a popular choice for celebratory occasions in India’s hot climate.
Following India’s economic liberalization in 1991, Pepsi entered the Indian market, and Coca-Cola made a comeback, leading to a decline in Campa Cola’s popularity. The brand largely disappeared from grocery store shelves in the early 1990s due to fierce competition from the two giants of the soft drinks industry.
However, brand experts suggest that nostalgic brands have the potential to make a comeback. Reliance Industries, which acquired Campa Cola last year, plans to tap into this nostalgia by repackaging the brand’s earlier patriotism.
“Brands that evoke nostalgia can be successful, but it will be a challenge for Reliance to engage younger Indians who may not have a connection to the Campa Cola brand,” said Santosh Desai, an advertising professional and social commentator.
Desai noted that consumerism in India has evolved since the days when cola was king. “Twenty years ago, cola defined consumerism in India. You had the cola wars. But now, consumerism is defined by different things. It’s the mobile phone that defines consumerism now.”
Furthermore, Coca-Cola and Pepsi are deeply entrenched in India’s soft drinks market, with a presence in even the most remote corners of the country. Their logos adorn shop facades and walls, and they have built long-standing relationships with over 4-5 million retail outlets, securing the best shelf space. It remains to be seen whether Campa Cola can make a dent in their dominance.
“The launch of this brand is in line with the company’s strategy to promote locally produced Indian brands that not only have a rich history but also have a strong connection with Indian consumers due to their unique tastes and flavors,” said Reliance in a statement.
While Campa Cola may not be rooted in traditional Indian heritage or social habits, brand experts suggest that Reliance will create a narrative about the drink being a locally produced alternative to multinational brands like Coca-Cola and Pepsi. “It will be a sort of replay of the same patriotism of the earlier battles,” said Desai. “And this time around, the social ethos is very conducive to a patriotic message.”
Reliance expresses their confidence in the universal appeal of the 50-year-old heritage Campa Cola brand, which they believe will be appreciated by both the younger and older generations. To cater to different needs and occasions, the Campa range will offer five distinct pack sizes, including a 200ml immediate consumption pack, 500ml and 600ml on-the-go sharing packs, and 1,000ml and 2,000ml home packs. Initially, the cold beverage portfolio will be launched in Andhra Pradesh and Telangana, with plans to gradually introduce it nationwide.