Divamani Enterprises

Campa Cola is a soft drink brand in India. It was a drink created by the Pure Drinks Group owned by Mohan Singh. Initially, it introduced Coca Cola in India in 1949. They were the sole manufacturers and distributors for Coca Cola till the 1970s. Indian Government asked Coke to leave the country or disclose their secret formula to the Indian company. Coke chose to leave.

Pure Drinks then started Campa Cola to fill the void left by Coca Cola. This group produced an affordable variant and used local ingredients. This allowed them to produce at affordable costs. The nationalist sentiment of self-reliance helped them along. The slogan ‘The Great Indian Taste’ appealed to nationalism. They diversified further into Campa Orange.

A decade later Campa Orange and Rush were the main soft drinks in India. Pure Drinks had large bottling plants in Worli in Mumbai and in Delhi.

Campa Cola revives old memories of the distinct Indian ‘cola’ flavour. It reminds us of the period when there was not much competition and it was ‘the drink’ in every household. It was also known for its iconic logo and its TV ads. A whole generation grew up with it. This was the beverage for ‘times of fun’ and ‘times of joy’.

Campa Cola captured a special spot in the hearts of Indian who lived through the 1970s and 1980s. It was the only refreshment in that period. Campa Cola became a household name. The distinctive red and white packaging and its fresh taste made it iconic.

1991 saw the liberalisation of Indian economy. With this, foreign persons started entering India in a big way. When this happened, Coca Cola’s popularity declined. First, the Delhi bottling plant and offices were closed in the 2000-1. By 2009, the product could hardly be seen in the market place. Foreign brands such as Coca Cola and Pepsi had fully pervaded the market.

This has now come back with a bang. Reliance Retail Ventures has acquired this brand from the Pure Drinks Group in 2022. It has launched three variants – cola, orange and lemon at some stores in 2023. While launched this, the spokesperson stated “While older family members will have fond memories of the original Campa and cherish the nostalgia associated with the brand, younger consumers will love the crisp refreshing taste,” the spokesperson said, adding, “With a rapidly evolving Indian market throwing up more consumption occasions, we are truly excited to bring back Campa, which is yet another bold step forward for our expanding FMCG business.”

So what was special about Campa Cola that it captured the hearts of so many Indians? What made it an iconic brand that still triggers memories?

Pure Drinks was in the right place at the right time. They launched this drink when there was a sudden lacunae created due to the exit of Coke. The slogan ‘ The Great Indian Taste’ was the perfect trigger for the Indian nationalist sentiment of the time creating a cult following.

This was the era of print ads, and jingles. The ad film tagline was ‘There is more to life with Campa Cola’ which instantly became the song for the youth. Soon, they launched their other flavours which was orange and lemon which gave the variety that the youth sought. Print ads used by Campa Cola was targeted to the youth of the time. Colourful ads that showed people chilling out together and being happy. It also brought 15 year old Salman Khan(famous actor), who was unknown at that time, to the screen for brand advertisement. There was an innovative underwater sequence shot in the Andamans. These sequences were also printed in popular comics such as Indrajal editions.

Campa Cola was more than a soft drink at that time. It was part of family gatherings, and summer holidays. It was the drink available in every neighbourhood store. It was also the drink for every celebration. It was a heritage. Campa Cola was sweet and less carbonated cola which helped it to become the alternative to foreign options.

Liberalisation caused it to fade but that changed in 2022. This trusted Indian name has been revived with modern manufacturing and distribution networks. The focus is on affordable pricing, wide availability and most importantly the nostalgia evoking strong memories for a generation that has grown up with Campa Cola. Reliance is likely targeting older consumers who recognised and trusted this brand over decades and younger consumers who were looking for an affordable beverage. Reliance is emphasising on value for money while competing with established players. Their aggressive pricing strategies and expanded distribution network especially in tier 2 and tier 3 cities is showing dividends.

Recently many iconic Indian brands of that period are being revived. There is an enhanced interest in government circles and in the general public to get back the homegrown products. Atmanirbhar India is really catching on. This taps into the emotional connection of that generation and gives the younger generation a taste of the stories back then. This is also playing with Campa Cola, The general public is keen on renewing old homegrown Indian brands.

Any brand which chooses to make a comeback or is in the market since that period will need to evolve and address the needs of the younger generation today. The preferences of the current generation needs to be kept in mind if it has to succeed.

Campa Cola has a unique place in the history of post independence India. It displayed Indian entrepreneurship at its best. This revival of various homegrown brands could be used as a bridge between generations where nostalgia meets modernity.