The 50-year-old iconic beverage brand Campa Cola has been given a new look to highlight the contemporary aspects of the brand. Through the soft drinks’ new packaging, Reliance hopes to connect with today’s Indian youth.
Reliance Industries acquired the brand in 2022 for a whopping Rs 22 crore. And now, it is launching the fizzy, carbonated drink “contemporized for a new-age India”, in three flavors – Campa Cola, Campa Lemon, and Campa Orange. The company said the launch of the brand is in line with its strategy to promote homegrown Indian brands that not only have a rich heritage but also boast a deep-rooted connection with Indian consumers.
Harish Bijoor, a brand strategy expert, said Campa Cola is a classic Indian brand. He believes Reliance has the reach, and it is a good brand for Campa. “The brand has memories attached to it and it will bring back the memories.”
Bringing Brand to Life
Ashwini Deshpande, the co-founder, and director of Elephant, said rebranding Campa was once in a lifetime opportunity. “With the ambition and resources of the Reliance team, we had a solid backing for venturing into new ways of bringing the brand to life. As we had a consensus that Campa would be built on the codes of being confident, unpretentious, and highly differentiated, there was no need for creating multiple brands for different flavors as the attitude and promise would remain consistent across all Campa beverages.”
Nidhi Isaac, director – brand and design, Elephant, said they set out to develop a contemporary brand for confident young India. “We believe branding is about helping consumers identify with the product and navigate better, whether through e-commerce or on retail shelves. Our work is always focused on people and guiding them towards the right choices.”
Going All the Way
Reliance is also looking at taking the iconic beverage direct to consumers. As such, it has increased Campa Cola’s visibility during the IPL by engaging in activities such as title sponsorship, and partnering with teams for jersey branding and refreshment. Campa Cola will be the official Pouring Partner with Sunrisers Hyderabad, Punjab Kings and Lucknow Super Giants for this season. Reliance plans to promote the beverage during strategic timeouts.
Campa Cola wants to capitalize and penetrate various regions of the country and emerge as a go-to cola brand being available at off-beat places. Reliance Consumer is very much energetic and optimistic about the beverage. It hopes to inspire consumers across generations to embrace this truly iconic brand and trigger a new excitement in the beverage segment.
