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HomeThink TankCampa Cola is back and better than ever: Reliance announces the relaunch

Campa Cola is back and better than ever: Reliance announces the relaunch

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When we think of our childhood days, we often recall the carefree moments and all the different sorts of candies, drinks, and snacks we used to enjoy. One of the most popular drinks during that time was Campa Cola. With its tagline “The Great Indian Taste”, Campa Cola was a household name in the ’80s. However, the brand slowly faded away with the entry of other foreign cola brands such as Pepsi and Coca-Cola. Now, Campa Cola is all set to make a comeback on supermarket shelves as Mukesh Ambani’s Reliance is ready to relaunch it.

Reliance Consumer Products Ltd (RCPL), the fast-moving consumer goods arm of Reliance Retail, acquired a 50 percent stake in Gujarat-based carbonated soft drinks and juice maker Sosyo Hajoori Beverages Pvt Ltd in the month of January this year. Meanwhile, in September last year, they acquired the Campa drinks brand for Rs. 22 crores reportedly from Pure Drinks Group. Pure Drinks was originally the sole distributor of Coca-Cola from 1949 to 1970. They then launched their own brand Campa Cola and soon became the market leader in the segment.

Video credit: The Economic Times

RCPL released a statement on March 9 and said that the company is “bringing back ‘The Great Indian Taste’ with Campa”. “The Campa portfolio will initially include Campa Cola, Campa Lemon and Campa Orange in the sparkling beverage category,” the company said.  

RCPL spokesperson said, “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. 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.”

Reliance is confident that the 50-year-old heritage Campa Cola brand will be cherished by elders and youngsters, alike. Five different pack sizes will be offered under the Campa range: a 200ml immediate consumption pack, 500ml and 600ml on-the-go sharing packs and 1,000ml and 2,000ml home packs. They also revealed that the cold beverage portfolio will initially be available in Andhra Pradesh and Telangana, and will be rolled out across the country in stages.

Speaking about the relaunch of the iconic brand, Isha Ambani, Director of Reliance Retail Ventures Limited, said, “At Reliance, we have always been passionate about creating and nurturing iconic Indian brands. With the launch of Campa, we now have a portfolio of iconic Indian brands that not only have a rich heritage but also boast a deep-rooted connection with Indian consumers due to their unique tastes and flavours. We are confident that this relaunch will be embraced by consumers across generations, triggering a new excitement in the beverage segment.”

Here are some reactions from internet users to the relaunch of Campa Cola.

The relaunch of Campa Cola is sure to bring back sweet memories of childhood days and the nostalgia associated with the brand. It will also give a much-needed boost to the Indian beverage market, which is dominated by foreign brands. With its unique taste and flavours, Campa Cola is all set to become the beverage of choice for Indians once again.

In conclusion, the relaunch of Campa Cola is a testament to Reliance’s commitment to reviving homegrown Indian brands. It is a bold step forward for the company’s expanding FMCG business and will surely be embraced by consumers across generations. So, here’s to the Great Indian Taste!

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