Asia’s richest man Mukesh Ambani has announced plans to revive the iconic 1970s juice brand that once rivaled Coca-Cola and Pepsi, sparking a wave of nostalgia on social media among millions of Indians who grew up drinking the drink, CNN and News.ro reported. .

Ambani-owned Reliance Group said this week it will re-introduce Campa Cola to India’s billion-dollar soft drinks market this summer in three flavors: cola, lemon and orange.

The brand filled a void in the South Asian country at a time when its better-known American rival Coca-Cola was unavailable, and news of its comeback has sparked interest among middle-aged Indians who remember drinking it in their youth.

Shailesh Desai, 60, of Mumbai, told CNN that he remembers drinking Campa Cola when he needed to tell his father about a bad grade or gain confidence when he wanted to ask a girl out.

Sukant Khurana tweeted that he remembers “torturing” his grandfather to buy him a drink.

“So many childhood memories… If it tastes the same, Campa Cola will sell nostalgia,” he wrote.

Meanwhile, Atul Mohan tweeted that “some brands are forever…people still ask ‘do you want to drink Campa?'”.

Coca-Cola was introduced in India in the 1950s, but went off the market two decades later when the Indian government introduced a regulation that would have required disclosure of its formula.

In his absence, the Indian alternative Campa Cola became extremely popular and soon became the leader in the country’s soft drinks market.

Like its American rival, its popularity has led to high-profile advertising campaigns that appeal to young Indians. Bollywood actor Salman Khan starred in one of the most famous television campaigns and his print ads were known for their pop art illustrations and bright colors.

It also had a punch line with a tinge of appeal to patriotism: “Great Indian taste.”

However, its popularity began to decline in the 1990s, when the then Indian Prime Minister PV Narasimha Rao and his Finance Minister Manmohan Singh opened the country to foreign investment.

When foreign brands returned, Coca-Cola returned in 1993, and Pepsi and Fanta also became popular. Campa Cola gradually disappeared from shelves and counters across the country.

With the new acquisition, Reliance seems to be hoping to appeal to Indians who are nostalgic for the brand and introduce the cola to a younger crowd who may not remember the previous version.

“By introducing Campa in its new guise, we hope to inspire consumers across generations to embrace this truly iconic brand and ignite new excitement in the beverage segment,” said a company representative, according to CNN News-18.

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