Asia’s richest man Mukesh Ambani has announced plans to relaunch an iconic 1970s soda brand that once rivaled Coca-Cola and Pepsi, sparking a wave of nostalgia on social media among the millions of Indians who grew up drinking it. the drink.
Ambani’s Reliance Group said this week it will reintroduce Campa Cola to India’s multi-billion soft drinks market this summer in three flavors: cola, lemon and orange.
The brand filled a void in the South Asian country at a time when its more famous American rival, Coca-Cola, was unavailable, and news of its return sparked interest from middle-aged Indians who remember having it drunk in youth.
Shailesh Desai, 60, from Mumbai, told CNN who remembered how drinking Campa Cola “dropped the apprehension” when he had to tell his dad about a bad grade on his report card and gave him a confidence boost when he wanted to ask a girl a question on a date.
Sukant Khurana wrote on Twitter that he remembers pestering his grandfather to buy him the drink.
“So many childhood memories…If it tastes the same, Campa Cola will sell with nostalgia,” he wrote.
Meanwhile, Atul Mohan tweeted that “some brands remain timeless. People still ask, ‘Are you going to drink Campa?’”
Although Coca-Cola was introduced to India in the 1950s, it went out of business just over two decades later when the Indian government introduced a regulation that required it to reveal its formula.
In his absence, the Indian alternative Campa Cola became immensely popular and soon grew to lead the country’s soft drink market.
Like its American rival, its popularity was fueled by catchy advertising campaigns that appealed to Indian youth.
Bollywood actor Salman Khan appeared in one of his most famous television campaigns, while his print ads were known for their pop-art illustrations and bold colors.
The brand also had a blunt slogan, with a hint of appeal to patriotism: “The great Indian taste”.
However, its popularity began to wane during the 1990s when India’s then Prime Minister Narasimha Rao and his Finance Minister Manmohan Singh opened the country to foreign investment.
Foreign cola brands made a comeback, with Coca-Cola returning in 1993 and Pepsi and Fanta also becoming popular. Campa Cola gradually disappeared from stalls and shelves across the country.
With its new acquisition, Reliance appears to be hoping to both appeal to Indians nostalgic for the brand and introduce the cola to a younger audience who may not remember its previous incarnation.
“By introducing Campa in its new avatar, we hope to inspire consumers of all generations to embrace this truly iconic brand and spark new excitement in the beverage space,” said a company spokesperson.
Source: CNN Brasil
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