Campa-Cola: Iconic soft drink of India is set to make a comeback

Indian businessman Mukesh Ambani’s Reliance Group is set to relaunch the legendary 50-year-old beverage firm, Campa-Cola, this summer.

Last August, Pure Drinks purchased the firm from its owners for 220 million rupees ($2.7m;£2.2m). The soda will be sold in cola, lemon and orange flavours.

The beverage was famous in the 1970s and 80s but fizzled out after global cola brands launched in the market.

A Reliance representative told The Times of India newspaper that the firm expects to “inspire customers across years to welcome this truly iconic brand.”

Campa-Cola’s (initially spelt Campa-Cola) story in India started where Coca-Cola’s story ended. Coca-Cola, which came to India in the 1950s, was the nation’s most famous soft drink brand till the 1970s.

A change in government guidelines in 1977 needed Coca-Cola to cut its equity stake in its Indian companies and reveal its concentrate’s “secret recipe”.

Not wanting to do this, Coca-Cola went out of India. To fill up the vacuum made by the brand’s absence, a government-owned firm launched Double Seven (77), but the beverage found few takers.

How Campa-Cola made its way in India: 

Pure Drinks, Coca-Cola’s top bottler in India, took the opportunity to establish its own soda.

It was named Campa Cola and used the same Coca-Cola design. The homegrown soft drink firm quickly became a beverage for young people.

The brand’s promotions had a youthful charm, unique taglines and a solid nationalistic connection. Its punchline, “The Great Indian Taste”, is still recognised and associated with the brand.

In one of its ads, a bunch of youngsters sailing on a boat – and featuring Bollywood superstar Salman Khan – can be seen sipping on the beverage as a catchy song plays on in the background.

Campa Cola’s print ads were as playful and lively and often highlighted celebrating togetherness. One ad bills it as the drink to sip on during “Times of fun” and “Times of bliss”.