A cola brand that Indians consumed to a great extent in the 1970s and 1980s when Pepsi and Coca-Cola were absent in the market, is set to make a comeback more than 50 years after it was first introduced.
Mukesh Ambani, the richest man in India and the brand's current owner, is relaunching Campa Cola on grocery shelves.
In the second half of the 20th century, the beverage rose to fame and appealed to Indian citizens as an indigenous soft drink produced by an Indian corporation rather than an import from western companies. "The great Indian taste" was its advertising slogan.
Marketing experts claim that dated brands that evoke nostalgia may come back. Reliance Industries, which purchased the beverage last year, is rumored to be repackaging the former patriotism as nostalgia.
Reliance may have difficulty attracting younger Indians to the brand.
But on the other hand, Arushi Patel a 60-year-old investment consultant from Delhi stated, “I plan to buy it and give it to my grandchildren to show them the taste of my childhood – the taste of sweet innocence”.
Reliance mentioned in a statement that “The launch of this brand is in line with the company’s strategy to promote homegrown Indian brands that not only have a rich heritage but also boast a deep-rooted connect with Indian consumers due to their unique tastes and flavors”.
©️ Vygr Media Private Limited 2022. All Rights Reserved.
