NDTVCampa Cola, a revived Indian soft drink brand under Reliance Industries, is facing severe online backlash due to an advertisement that allegedly used religious imagery associated with Lord Jagannath. The controversy has sparked widespread outrage, with the hashtag #BoycottCampa trending across the country.
The controversy surrounding Campa Cola’s alleged use of Lord Jagannath’s imagery emerged just before the Rath Yatra procession, a significant festival where Lord Jagannath, Balabhadra, and Subhadra are taken out on their respective chariots. This year’s Rath Yatra procession is scheduled to take place on June 27.
On social media platform X, many users accused Campa Cola of hurting religious sentiments with its alleged use of Lord Jagannath’s imagery in an advertisement, calling it a marketing gimmick that disrespects religious beliefs. The backlash was swift, with users criticizing the brand for prioritizing promotion over sensitivity.
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User Modinaal Sarapunjab expressed outrage, stating, “No brand should exploit religious sentiments for commercial gain. Campa Cola needs to apologise and respect the sanctity of Lord Jagannath’s temple.” This sentiment reflects the anger and disappointment many feel toward the brand’s alleged actions.
Another user, Chaviii Patel, chimed in, saying, “You can’t rebrand a mistake into a movement. Campa Cola was forgotten for a reason.” This comment highlights the view that the brand’s misstep may be a contributing factor to its past decline and current controversy.
Raghav Sawant criticized Campa Cola’s priorities, stating, “Commercial greed should never override spiritual reverence. Apologise now, Campa Cola.” Similarly, Shivam Patil expressed his disapproval, writing, “Religious symbols are not props for brand promotion. Campa Cola has crossed a line.” Both comments reflect the outrage and demand for accountability from the brand.
Some users’ anger extended beyond the religious controversy, focusing on concerns about corporate dominance and monopolies. Samay expressed this sentiment, stating, “Support local. Reject exploitation. Campa Cola’s revival isn’t about taste — it’s about control.” This comment highlights the perception that the brand’s revival serves larger corporate interests rather than consumer preferences.
Vishal lamented the transformation of Campa Cola, stating, “Campa used to be a symbol of nostalgia. Now it’s just another tool for monopolies. We deserve better choices, not corporate manipulation.” This sentiment reflects a broader discontent with corporate influence in the beverage industry.
Nilu expressed her disappointment with the brand’s evolution, saying, “From being the people’s drink to becoming a corporate pawn? Disappointed but not fooled. Let’s raise our voice, not the glass.” Her comment highlights a sense of betrayal and a call to action against corporate control.
Rahul Gowda criticized Campa Cola’s ad campaign, stating, “Playing with religious faith for profit is unacceptable. Campa Cola, show some respect.” His comment reflects the outrage and demand for accountability from the brand regarding its alleged use of religious imagery.
Campa Cola is currently owned by Reliance Consumer Products Limited (RCPL), the FMCG arm of Reliance Industries Limited. The company acquired the brand from Pure Drinks Group in August 2022 for INR 22 crore, as part of its strategy to strengthen its presence in the consumer goods market.
Reliance relaunched Campa Cola on March 9, 2023, introducing the brand with three flavors: cola, orange, and lemon. The beverages are now available in select stores across India, marking the brand’s return to the market after years.
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