When thinking of a country as diverse as India, which is also probably evolving faster than any other region in the world, tastes and preferences of consumers have changed drastically over the decades (particularly in the food and beverage sector) there is occasionally a brand that revival takes place and captures the imagination and nostalgia of millions, not because of its product per se, but because of the memories that brand represents. Campa Cola is one of those brands.
Campa Cola was a once beloved household name in the 1970s and 80s, but it was more than just a fizzy drink, it was a symbol of indigenization (i.e. self-reliance), and it was started up during a time when the likes of Coca-Cola had been kicked out of the country over restrictions on foreign ownership of beverage companies, and Campa Cola entered the market, not only with ‘attitude’ but with a strong Desi flavor that won over the very hearts of Indians almost overnight.
It says something when the British did not anticipate the success of Campa Cola either! Campa Cola’s red and yellow branding, advertising, and sugary syrupy concoction became ingrained into both urban and small town india.
However, the joyride did not last. When India liberalized its economy and threw open the doors to multinationals in the early 1990s, Coca-Cola came back with a vengeance, Pepsi was now emboldened, and Campa Cola was gone before you know it, they simply did not have the capacity to compete with the capital, relationship networks and distribution infrastructure.
A Sip of the Past: The Rise and Fall of Campa Cola
To fully grasp the depth of this comeback, we should first look back to where we began.
Campa Cola was born in the 1970s when Coca-Cola was banned from the Indian market because of regulations on foreign direct investment.
Campa Cola filled the void as an Indian alternative, and became an immediate, go-to carbonated drink that had a cultural relevance that transcended drinkable commodity.
It was a soft drink but it was really much more than a drink.
At every birthday party, in every college canteen, and every roadside stall, it was unmissable, along with its catchy jingle “The Great Indian Taste”.
In the 1990s, a wave of liberalization brought back foreign players. Coca-Cola and Pepsi surged in, armed with classy advertising budgets, celebrities, and international appeal. Campa Cola could never hope to compete with their financial resources and in turn simply faded from the market.
The Comeback Story: Reliance Enters the Scene
In 2022, Reliance Retail, the retail arm of the mammoth Indian conglomerate Reliance Industries, acquired Campa Cola with the objective of entering the soft drink segment.
This was much more than just a nostalgia play for the Indian company; it was a methodical attempt to disrupt a market controlled by two big players.
With its relaunches this year, Campa Cola hit the shelves in different new packaging, new flavors (including Campa Lemon and Campa Orange), and pricing that turned heads.
The focus for the brand was to not only pull the heartstrings of older generations, but also engage Gen Z and amplify the appeal of millennial consumers who appreciate retro-cool nostalgia products that represent value-for-money.
How It’s Beating the Big Brands (or Trying To)
So, did it work? Is Campa Cola truly beating Coca-Cola and Pepsi? Here’s a breakdown of how it’s holding its own—and in some cases, outshining the big players:
1. Pricing Strategy
Deep distribution channels and low-cost operations enabled Reliance to price Campa Cola well below its competitors Coke and Pepsi. This was a huge benefit in a price-sensitive market like India.
In certain Tier-2 and Tier-3 cities, price takes precedence over brand loyalty, and this provided Campa with a clear competitive advantage.
2. Nostalgia Marketing
Campa Cola’s resurgence program was based on emotional connection. The brand did not sell a drink; it sold memories. For Gen X and older millennial folks, it provided a reminder of simpler times.
In tapping into this nostalgic platform, Campa Cola was able to generate organic social media buzz and free word-of-mouth advertising that even billion-dollar advertising budgets cannot buy.
3. Nationalistic Sentiment
Campa Cola, now marketed as a “Made in India” product from a home grown giant like Reliance, is well-situated to capitalize on rising tide of nationalist consumerism.
With many market leaders stepping up “vocal for local” initiatives, Campa’s status as an indigenous product is beneficial to the brand to ensure it out performs imported products.
4. Wider Reach via Reliance Retail
One of the most underutilized weapons in Campa Cola’s arsenal is Reliance’s retail empire. Via Reliance Retail outlets and JioMart, Campa Cola has been able to saturate the kirana stores, supermarkets, and online channels in record time. Even global brands take years to establish.
Where It Still Has to Catch Up
While Campa Cola is certainly making waves, claiming that it has fully beaten Coke and Pepsi would be a stretch—at least for now. Here’s why:
1. Brand Perception Among Youth
While nostalgia sells, the younger generation, especially urban teens and twenty-somethings, still associate Coke and Pepsi with coolness, pop culture, and global appeal. Campa has yet to fully crack this segment beyond being a curiosity.
2. Marketing Muscle
Pepsi and Coke continue to dominate when it comes to mass media presence, celebrity endorsements, and global campaigns. Campa Cola has had a solid relaunch push, but maintaining that momentum requires sustained marketing investment.
3. Taste Preferences
While taste is subjective, many still find Coke and Pepsi to have a more refined, familiar flavor—thanks to decades of taste tuning and market testing. Campa’s unique taste is loved by some, but not universally preferred yet.
The Road Ahead
Campa Cola doesn’t have to completely dethrone the giants to have success. Even gaining a meaningful share in the Indian soft drink market with an annual value of over ₹20,000 crore, would still be a big win.
Reliance’s strategy seems to be less about total brand domination, and more about disruption – offering a patriotic, affordable, and emotionally relevant alternative to what is otherwise a market with currently a hunger for new-old experiences.
Final Verdict: Did Campa Cola Really Beat the Big Brands?
In some respects, yes. Campa Cola have beaten the big brands for media attention, the revival tapped into national pride, and inverted pricing structures. However, the market leadership journey and consumer mindshare is far from complete.
The fight of the colas is getting fizzier and if anything Campa’s revival has made it more interesting than it has been in years. Whether it goes on to be a genuine competitor or is just a nostalgic flash in the bottle really depends on how well it evolves beyond its retro credentials.
