Bad news for Mukesh Ambani as Campa Cola faces huge backlash for hurting...
In a major setback to billionaire Mukesh Ambani-led Reliance Industries' plans of making Campa Cola the market leader in India's gigantic soft-drink market, and toppling global FMCG giants like Coca-Cola and Pepsi, the iconic Indian soft-drink brand has triggered a firestorm for allegedly using religious imagery related to Lord Jagannath in one of its advertisements. Campa Cola slammed for hurting religious sentiments
Mukesh Ambani-owned Campa Cola, has been accused of hurting religious sentiments by using imagery related to Lord Jagannath's annual Rath Yatra to promote the product.
The hashtag #BoycottCampa is trending on X (former Twitter) in India as users slammed Mukesh Ambani-led Reliance for 'marketing gimmick' that disrespects and exploits religious beliefs to promote their product. 'No brand should exploit religious sentiments for commercial gain. Campa Cola needs to apologise and respect the sanctity of Lord Jagannath's temple,' wrote one user.
'You can't rebrand a mistake into a movement. Campa Cola was forgotten for a reason,' another chimed in, while a third criticised the brand's priorities, stating 'commercial greed should never override spiritual reverence'. 'Apologise now, Campa Cola,' the user demanded.
A majority of X users echoed similar views about the controversial Campa Cola advertisement, noting that Reliance has 'crossed a line' because religious symbols are not 'props' for brand promotion. Users criticise Reliance over monopoly, manipulation
Meanwhile, the controversy spilled beyond the religious aspect as many users expressed concerns over corporate dominance and monopolies. 'Support local. Reject exploitation. Campa Cola's revival isn't about taste — it's about control,' one user alleged.
Another stated that the brand once symbolized nostalgia, but now it has become 'just another tool for monopolies'. 'We deserve better choices, not corporate manipulation.' he added.
'From being the people's drink to becoming a corporate pawn? Disappointed but not fooled. Let's raise our voice, not the glass,' another user commented. Campa Cola revival
Campa Cola is currently owned by Reliance Consumer Products Limited (RCPL), the FMCG arm of Mukesh Ambani-led Reliance Industries Limited, which acquired the brand from Pure Drinks Group in August 2022 for Rs 22 crore as part of its strategy to strengthen its presence in the consumer goods market.
Reliance formally relaunched Campa Cola on March 9, 2023, with three flavours — cola, orange, and lemon — now available in select stores across India.
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