FEATURE:- There’s something refreshingly nostalgic about seeing a once-forgotten name re-emerge and suddenly dominate a market that was thought to be locked up by global giants. That’s exactly what’s happening with Campa Cola — the fizzy Indian favorite that’s now fizzing its way back into hearts, fridges, and markets with a bang. And this isn’t just a quiet comeback. It’s bold, strategic, and has everyone talking. But how did this classic soda brand go from being a 90s memory to a modern powerhouse? Let’s pour into the story.
To begin with, Campa Cola wasn’t always a name lost in the past. It was once the king of Indian soft drinks. Born in 1977 under the umbrella of Pure Drinks Group, Campa Cola quickly became a symbol of Indian pride at a time when foreign brands had exited the market. With its catchy tagline “The Great Indian Taste,” it resonated with an audience that was eager for a homegrown refreshment they could call their own. Through the 70s and 80s, Campa Cola ruled the carbonated kingdom alongside its siblings Campa Orange and Campa Lemon.
But then came 1991 — the year India opened its economy to the world. The likes of Coca-Cola and Pepsi came storming in with deep pockets, aggressive marketing, and a global sheen that local players couldn’t quite match. Campa Cola, despite its loyal fan base, couldn’t keep up. Over time, it fizzled out and was eventually shelved.
Fast forward to 2022, and here’s where the story takes a dramatic twist. Enter Reliance Industries — the behemoth known for shaking up every industry it steps into. For just ₹22 crore, Reliance picked up the rights to Campa Cola, and suddenly, the forgotten soda was back in the spotlight. By early 2023, the drink was back on store shelves, newly packaged, freshly marketed, and positioned to reclaim its throne. And it wasn’t just about bringing back a brand — it was about changing the game.
Let’s talk strategy. The first thing Reliance did was rethink pricing. In a market where a small bottle of cola from global brands might set you back ₹20 or more, Campa Cola came in aggressively with a ₹10 price tag for 200ml and ₹20 for 500ml. This wasn’t just pricing; it was disruption. The affordability factor made it immediately attractive to price-conscious consumers, especially in semi-urban and rural markets where every rupee counts. It was the kind of move that forced even the biggest players to pause and reassess.
But it wasn’t just about undercutting prices. Reliance also went all-in on visibility. In 2025, Campa Cola secured co-presenting sponsorship rights for the Indian Premier League (IPL), investing a whopping ₹200 crore. That’s right — Campa Cola was suddenly everywhere: during ad breaks, on team jerseys, and even in strategic collaborations with five IPL teams, including Mumbai Indians, SunRisers Hyderabad, and Gujarat Titans. If cricket is a religion in India, then Campa Cola just found a way to be part of every fan’s devotion.
This sporty push also gave birth to another interesting addition: the launch of “Spinner,” a sports drink under the Campa umbrella. The brand isn’t just looking to revive old products — it’s actively expanding and evolving to match modern tastes.
Now, while marketing and pricing might get people interested, quality is what keeps them coming back. Reliance understood that today’s consumer expects more. So the new Campa Cola isn’t just riding on nostalgia — it’s also improved in terms of taste and consistency. The flavors — from cola to lemon to orange — are now sharper, fizzier, and tailored to suit the Indian palate, which leans towards a spicier, bolder flavor profile than Western sodas often deliver.
Distribution has been another ace in the deck. With Reliance Retail’s massive reach of over 18,000 stores, Campa Cola was able to rapidly penetrate across India, from bustling cities to remote villages. Add to that the online and quick-commerce boom, and suddenly Campa Cola is available just a few taps away. It’s not just about being on the shelf — it’s about being everywhere, all the time.
And the ambition isn’t limited to Indian soil. In February 2025, Campa Cola made its international debut in the UAE. Why the UAE? Smart choice — it has a significant Indian diaspora, a booming soft drinks market worth over $1 billion, and a craving for flavors that remind expats of home. The lineup included classics like Campa Cola, Campa Lemon, and Campa Orange, along with a new sugar-free Cola Zero variant to tap into the health-conscious crowd.
So how does a once-defunct brand go from the history books to headlines? By blending nostalgia with innovation, pricing with quality, and emotion with strategy. Campa Cola is no longer just a drink from the past. It’s a brand with a story, a plan, and most importantly, a pulse that beats strongly in the modern market.
Whether it’s the affordable price, the IPL visibility, or just the simple joy of sipping a chilled bottle of something familiar yet fresh, Campa Cola is proving that in the world of brands, a great comeback isn’t just possible — it can be a total game changer.