How Campa cola is Competing with Coca Cola with marketing

Campa Cola, once a household name in India, is making waves again, proving that a beloved brand can rise from the ashes with the right strategy. With its focus on nostalgia and an evolved understanding of today’s consumers, the brand is competing head-to-head with industry leaders like Coca-Cola and Pepsi in a bold new chapter.

Let’s dive into its journey, challenges and how it’s capturing hearts—and markets—again.

Table of contents

• Let’s First Go Back to 1977 When the Brand Launched
• The Cola Giants Returned And…
• Then Happened a Classic Comeback
• Winning Marketing Strategies of Campa Cola
  1. Disruptive Pricing
  2. Entertaining Users on Social Media
  3. Strategic Partnerships and Sponsorships
• In Conclusion
• Frequently Asked Questions

Let’s First Go Back to 1977 When the Brand Launched

The story of Campa Cola began in 1977, during a time when India was going through a major economic shift. International brands like Coca-Cola were forced to exit the Indian market due to strict foreign investment policies. This sudden exit created a gap and Delhi-based Pure Drinks Group jumped in to fill it, introducing Campa Cola—a fizzy drink that India should be proud of.

That’s why Campa Cola introduced themselves with a tagline — “The Great Indian Taste”. This way the brand smartly tapped into the emotions of Indians who were looking for something to call their own. The Cola represented independence, modernity and youthfulness at a time when India was opening up to global influences.

What set Campa Cola apart in its early years was its ability to connect with the youth. Its advertisements were vibrant, energetic and loaded with feel-good vibes. With catchy jingles and colourful visuals, Campa Cola became a lifestyle statement.

One of its most iconic campaigns even featured Bollywood stars like Salman Khan.
Take a look at it here :

The brand didn’t stop at cola. They quickly expanded its product line to include flavours like orange and lime. This diversification not only attracted more consumers but also reinforced its position as a brand for every occasion.

But while Campa Cola enjoyed its golden years, storm clouds were brewing. The Indian market was evolving and competition was about to get fierce.

The Cola Giants Returned And…

By the late 1980s and early 1990s, India’s economic reforms opened doors for global brands to re-enter the market. Coca-Cola and Pepsi seized the opportunity, returning with aggressive advertising campaigns and unmatched distribution networks.

Campa Cola, despite its strong start, found it difficult to keep up. The international giants brought not only deep pockets but also decades of global experience. They flooded the market with flashy ads, celebrity endorsements and massive visibility campaigns that were hard to ignore.

Slowly but surely, Campa Cola started losing ground. Its limited resources couldn’t compete with the marketing muscle of its competitors. By the 2000s, it had almost disappeared from shelves, leaving behind a legacy that many thought would remain just a memory.

Then Happened a Classic Comeback

In 2022, Campa Cola made a dramatic return, backed by Reliance Industries. Reliance saw an opportunity to revive a nostalgic favourite and reshape it for modern consumers. And let’s face it—Reliance knows how to disrupt industries.

Much like how Reliance Jio revolutionised telecom by offering affordable data plans, the company took a similar approach with Campa Cola. They made it accessible, affordable and exciting, instantly capturing attention in a price-sensitive market.

The comeback focused not only on nostalgia but also on creating a fresh, modern identity. From updated packaging to vibrant colours like red and purple, Campa Cola rebranded itself to appeal to younger audiences while keeping the older generation hooked with its sentimental value.

And you cannot ignore this powerful video campaign starring Shankar Mahadevan.

Winning Marketing Strategies of Campa Cola

Campa Cola entered the market but with competition spending so much on advertising, they had to make sure their marketing game is on point.
Here are some strategies that help them enter the beverage market with a bang

Disruptive Pricing

One of the biggest reasons for Campa Cola’s rapid rise after its comeback is its pricing strategy. Reliance positioned it as a budget-friendly alternative to Coca-Cola and Pepsi, offering a 200 ml bottle for just ₹10 and a 500 ml bottle for ₹20.

This aggressive pricing makes it the go-to option for price-sensitive Indian consumers, especially in smaller towns and rural areas where affordability often trumps brand loyalty.

But that’s not all—Reliance didn’t just target consumers. They also made sure retailers had a reason to push Campa Cola. By offering higher margins to shopkeepers, the company created a situation where stores would naturally recommend Campa Cola over its pricier competitors. It’s smart, effective and exactly the kind of strategy that works in India.

Entertaining Users on Social Media

Campa Cola’s marketing is playful, engaging and totally in sync with the social media era. The brand has embraced platforms like Instagram to connect with younger audiences.

And they don’t just do boring product posts. Instead, they make it fun for the users.

For example, this vox-pop video where this girl first asks a question and then walks away just to tease them Then later she says it was a prank & offers campa cola. So look how subtle promotion is it. You are making the audience laugh and also placing also product smartly in the video.

Campa Cola is also leveraging influencer marketing to expand its reach. By collaborating with popular influencers and social media sensations, the brand ensures its campaigns are relatable and widely shared, creating organic buzz across platforms.

Strategic Partnerships and Sponsorships

Campa Cola isn’t stopping at digital campaigns. It’s also focusing on high-visibility events to keep its name in the spotlight. A prime example is its partnership with BCCI and sponsorship of Uttar Pradesh T20 tournaments—a move that taps into India’s cricket craze and cements the brand as a fun, sporty and youthful drink.

By associating itself with cricket, Campa Cola builds trust and excitement, especially among young fans. It’s a smart way to blend entertainment with brand promotion, creating a deeper emotional connection with audiences.

In Conclusion

Campa Cola’s revival is an example of how to reinvent a brand while staying true to its roots. By blending nostalgia with modern marketing, smart pricing and bold messaging, it’s proving that even legacy brands can make a comeback if they understand today’s audience.

Campa Cola’s journey offers key takeaways—know your audience, play to your strengths and never underestimate the power of affordability and emotional connections.

If you’re ready to create a winning strategy for your brand, let’s talk. Our digital marketing agency specialises in creating standout campaigns that keep your audience hooked—just like Campa Cola.

Simply reach out to us at hello@florafountain.com to partner with us for your marketing needs.

Frequently Asked Questions

Vasim Samadji

Vasim Samadji is a partner at Flora Fountain, where he leads the Business and Marketing Strategy divisions. In a world where everyone is used to sugarcoating, his directness is often considered rude. But that shouldn't be a problem if you like the no-nonsense approach. Because he is a seasoned professional...