In an official statement on Thursday, RCPL said that the Campa portfolio will initially launch three flavours including Campa Cola, Campa Lemon, and Campa Orange. The launch of the product was planned with the company’s strategy to promote homegrown Indian brands that not only have a rich heritage but also boasted a deep-rooted connection with Indian consumers.
According to the company, the roll-out of its cold beverage portfolio across India will start from Andhra Pradesh and Telangana and is aligned with the company’s overall vision of offering value and choice to Indian consumers through high-quality products at affordable price points. Five thirst-quenching pack sizes will be offered under the Campa range for several consumption occasions
RCPL said that with the launch of Campa, it further strengthened its versatile FMCG portfolio which comprises heritage brands from Sosyo Hajoori, confectionary range from Lotus Chocolates, Sri Lanka’s leading biscuit brand Maliban, as well as daily essentials under its own brands including Independence and Good Life, among others.
Speaking about the same, RCPL spokesperson said, “By presenting Campa in its new avatar, we hope to inspire consumers across generations to embrace this truly iconic brand and trigger a new excitement in the beverage segment.”
“While older family members will have fond memories of the original Campa and cherish the nostalgia associated with the brand, younger consumers will love the crisp refreshing taste,” the spokesperson said, adding, “With a rapidly evolving Indian market throwing up more consumption occasions, we are truly excited to bring back Campa, which is yet another bold step forward for our expanding FMCG business.”
RCPl further mentioned that Campa’s contemporary product is set to offer Indian consumers “The Great Indian Taste” this summer.