By Sahil Sinha: Icononic beverage brand Campa Cola is all set to make a comeback in the Indian market after almost over three decades. Businessman Mukesh Ambani-led Reliance has announced the re-launch of the 50-year-old iconic beverage brand in a new contemporised avatar which will hit the markets this summer.
Campa Cola, a drink that was much popular in the 1970s and 1980s, will now be available in cola, lemon and orange flavours.
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With the relaunch of Camp Cola, Reliance aims at ramping up its own consumer goods offering to take on competition from Adani Group, ITC and Unilever.
"The Campa portfolio will initially include Campa Cola, Campa Lemon and Campa Orange in the sparkling beverage category," the company said in a statement, adding the cold beverage portfolio will initially be available in Andhra Pradesh and Telangana and will be rolled out across the country in stages.
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Launched in the 1970s, Campa Cola soon became a household name and market leader in the soft drink segment. However, the popular soft drink brand fizzed out in the late 1990s with the opening up of the Indian economy and entry of global players such as Coca-Cola and PepsiCo.
The beverage was then sold with a tagline of "The Great Indian Taste" and Reliance now aims to bring back the same with the re-launch of Campa Cola.
The launch of Campa portfolio "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 flavours", Reliance said.
With 50 years of rich heritage, Campa's contemporary cut-through character is set to offer Indian consumers 'The Great Indian Taste' this summer, the statement said.
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The new edition of Campa Cola drinks will be available in five thirst-quenching pack sizes under various consumption ranges - a 200 ml immediate consumption pack, 500 ml and 600 ml on-the-go sharing packs and 1,000 ml and 2,000 ml home packs.
However, Reliance has not yet disclosed the pricing of its new Campa ranges.
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This was a time when soft drink advertisements used to be a perfect platform for Bollywood actors to get their first breaks. In a similar advertisement, a group of youngsters, including Bollywood actor Salman Khan in his teens, can be seen sailing on a yacht and sipping Campa Cola with a catchy jingle playing in the background.
Notably, this was Salman Khan's first television appearance. The commercial takes you back to the memory lane where a young and lean Salman can be seen sharing some candid moments with Tiger Shroff's mother, Ayesha Shroff, and others.
Campa Cola will reportedly make a comeback later this year, as part of Reliance's plan to expand its FMCG business.
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