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Campa: A Brand Which Is Known For Its Iconic Ads

| Published on March 15, 2023

The legendary soft drink company from the 1970s, Campa Cola, is getting ready to provide “The Great Indian Taste” to Indian consumers this summer in a new, modernized form.

The legendary beverage brand, Campa, has been launched by Reliance Consumer Products, the FMCG business and a wholly-owned company of Reliance Retail Ventures (RRVL), and it has been updated for a modern India.

All children born in the 1980s and 1990s may soon embark on a nostalgic journey thanks to Reliance Industries. The business acquired Campa, a locally produced soft drink brand that formerly ruled the market with its own Cola version Campa Cola. Campa, which is expected to debut in October as part of Reliance’s strategy to grow its FMCG sector, was first developed by the “Pure Drinks Company” in the 1970s.

The Origin

The homegrown icon was a successful soft drink brand there in 1970s and 1980s, but it faded once Coca-Cola and PepsiCo entered the market. From 1949 until the 1970s, “Pure Drinks Group” was the exclusive supplier of Coca-Cola in India.

In the 1970s, it introduced its own brand, Campa Cola, and quickly rose to the top of the soft drink industry. Subsequently, it debuted Campa Orange, an aerated beverage with an orange flavour.

Why is Reliance reintroducing Campa?

The first three sparkling beverages in the Campa category are Campa Cola, Campa Lemon, and Campa Orange. The introduction of this brand is consistent with the company’s aim to support indigenous Indian products which not only possess a rich history but also have a strong bond with Indian customers because of their distinctive flavors and tastes.

Reliance’s own versions of items, which range from shampoo and soap to cookies and cola, will be relaunched as part of Ambani’s effort to quickly establish his company’s footprint in the country’s fast-expanding consumer goods sector.

Campa comes from the era when Bollywood actors’ first big breakthroughs came from cola advertisements.

Soft drink commercials used to be the ideal venue for Bollywood performers looking to get into the industry at this time. A similar commercial has a bunch of young people cruising on a yacht and drinking Campa Cola while a catchy tune is playing in the background, featuring Bollywood star Salman Khan in his teens.

Advertising launched careers. Aishwarya Rai, a lovely girl, was long referred to as the “Pepsi Girl” before she was awarded, Miss World.

Pricing

In the effervescent beverage sector, the initial product offering will comprise Campa Cola, Campa Lemon, & Campa Orange.

There will be five different pack sizes available: a 200ml instant consumption pack, 500ml & 600ml sharing packs for on-the-go use, and 1,000ml as well as 2,000ml home packs.

A 200 millilitre (ml) container will cost Rs 10, 500 millilitre (ml), 600 millilitre (ml), 1 litre (rs 40), and 2 litres (rs 80).

It has set a cheaper pricing for its product than other market leaders like PepsiCo and Coca-Cola.  Coca-Cola sells a 250 ml bottle for Rs 20.

The product’s introduction is “aligned with the company’s vision of offering value and choice to Indian consumers through high-quality products at affordable price points” according to the company.

Promotion and Advertising

Andhra Pradesh & Telangana would be the first to receive the rollout.

Also, the firm is anticipated to actively promote Campa Cola throughout the Indian Premier League (IPL).

“By presenting Campa in its new avatar, we hope to inspire consumers across generations to embrace this truly iconic brand and trigger a new excitement in the beverage segment. 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,” according to an RCP spokeswoman.

The company continued and said, “With a rapidly evolving Indian market throwing up more consumption occasions, we are truly excited to bring Campa back, which is yet another bold step forward for expanding our FMCG business.”

So, How eagerly you are waiting for Campa?

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