At a time of India being more skewed towards being a planned economy, CocaCola had to leave India in 1977 since it refused to share its secret formula with elite authorities. In order to cope, the Indians became loyal in consuming Campa Cola. The brand surged in the absence of competition into being a nationalized product. The product became a spotlight for ethnocentric consumerism.
When India liberalised as of 1991, Coca Cola and Pepsi returned while Campa Cola started to disappear from shelves. Recently, Campa Cola has been reincarnated into shelves under the strength of the richest man in India - Mukesh Ambani. Currently, the brand would need to penetrate generational layers against the competition of Pepsi and CocaCola who have branded across every nook and cranny of the Indian market with high engagement from the youth.
The spectrum being used at present is a patriotic narrative for Campa Cola. It is rooting itself as a product of India and is aiming to instill a sense of patriotism within the youth.
The case of Campa Cola is a classic example of economic favorability and unfavorability with heed to how the capitalization of being at the right place at the right time propels a brand forward. The disappearance sheds light on how it is significantly important to understand the offerings and narratives of competitors to remain relevant.