The last leading cola brand was launched in India about 50 years ago. And other leading cola brands are global giants. So, it was about time The Great Indian Cola made an entry for today’s Indian youth who will make the most of every occasion to live life to the fullest.
The all new Campa comes in a completely transformed avatar. A popular brand from the 1970s and 1980s, is now being launched in cola, lemon and orange flavours.
The rebranding echoes brand’s bold and confident personality, where the use of deep purple is complemented by category-defining red in the Campa ‘swoosh’. This element emulates wiping a chilled can or bottle to reveal the brand. The font used for the logotype mirrors Campa’s stance of a confident, unconventional brand that is set out to make its own big league. The arrowhead element on the ‘A’ also evokes the feeling of a rising, uplifting beverage that goes above and beyond the status quo.
The use of purple strikes a balance between category-dominant blues and reds, while its transition toward red is to connect with the young cola consumers familiar with the category.
“We set out to develop a contemporary brand for the 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,” explains Nidhi Isaac, Director – Brand & Design, Elephant.
“Rebranding Campa was once in a lifetime opportunity. How many independent brand agencies can claim to develop a megastar cola brand? With the ambition and resources of 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. This would also be a ‘first’ in this category,” says Ashwini Deshpande, Co-founder & Director, Elephant.
