Summary
- Campaign: Naye India Ka Apna Thanda! (New India’s Own Cool Drink!)
- Product: Campa Cola (and its range of beverages)
- Agency: McCann Worldgroup India
- Target Audience: Indian consumers, with a focus on appealing to a sense of national pride and nostalgia, and also connecting with a younger audience.
- Goal: Re-establish Campa Cola as a relevant and popular beverage brand in India, highlighting its Indian heritage and contemporary appeal.
- Key Element: Emphasizing the brand’s Indian roots and its connection to the aspirations and spirit of “Naye India” (New India).
Campa Cola’s comeback with a patriotic twist
The “Naye India Ka Apna Thanda!” campaign marks Campa Cola’s re-entry into the Indian beverage market. The campaign, created by McCann Worldgroup India and led by Prasoon Joshi, aims to capitalize on nostalgia among older consumers who remember Campa Cola as a beloved brand, while also positioning it as a refreshing and relevant local choice for a new generation.
Competing with global giants like Pepsi and Coca-Cola in India, Campa Cola seeks to position itself as India’s very own cola drink and evoke a sense of nationalism. The campaign’s tagline, “Naye India Ka Apna Thanda!” translates to “New India’s Own Cool Drink!” This tagline is central to the campaign’s message, emphasizing Campa Cola’s Indian heritage and its alignment with the aspirations and dynamism of a modernizing India. The advertisements showcase vibrant visuals, featuring young people, and elements that symbolize India’s progress and cultural richness.
As Reliance Consumer Products scales up its operations, the brand film, conceptualized by Prasoon Joshi and executed in collaboration with filmmaker Arun Gopalan and singer-composer Shankar Mahadevan, launched during the current IPL season, with media amplification planned across TV, Digital, Outdoor, and Print. The song has also been penned by Prasoon Joshi.
“This is the start of a journey for us, to provide the hard-working Indians with global quality products at affordable prices while celebrating their high aspirations in our communications”, said Ketan Mody, COO, Reliance Consumer Products.
By highlighting its Indian identity, Campa Cola aims to differentiate itself from global cola brands and tap into a sense of national pride. The campaign seeks to position Campa Cola as a symbol of Indian self-reliance and a celebration of the country’s unique spirit.
Prasoon Joshi, writer and chief creative officer at McCann Worldgroup, stated, “With this new creative, the brand Campa looks to strike a chord with a new, emerging India that has self-belief and is restless to explore new horizons. It’s about pride in the indigenous, talent, and determination to soar high. This new India has a thirst that needs something special to quench it.”
Campaign Credits:
- Writer and Creative Director: Prasoon Joshi.
- Creative team: Ashish Chakravarty (Head of Creative), Sambit Mohanty (Creative Head, North & South), Varun Popli (Sr Creative Director)
