Campa Cola Under Fire for Ad Featuring Lord Jagannath Ahead of Rath Yatra
New Delhi, June 25, 2025 — Just days ahead of the annual Rath Yatra festival, Campa Cola, a nostalgic Indian soft drink brand recently revived by Reliance Consumer Products Limited (RCPL), is facing intense public backlash for allegedly using religious imagery of Lord Jagannath in a promotional advertisement.
The controversy has sparked widespread outrage on social media, with the hashtag #BoycottCampa trending across India. Critics accuse the brand of disrespecting Hindu sentiments and using sacred symbols for commercial benefit.
The Controversy: Ad Sparks Public Outrage
Though the exact contents of the ad remain unconfirmed, users on X (formerly Twitter) claim that the brand used elements or symbols associated with Lord Jagannath in a marketing campaign — a move seen as highly insensitive, especially with the Rath Yatra scheduled for June 27.
The Rath Yatra, one of Hinduism’s most revered festivals, involves the procession of Lord Jagannath, Balabhadra, and Subhadra on grand chariots in Puri, Odisha, and is observed with deep spiritual significance by millions.
Social Media Reactions: Anger and Disappointment
Users across India voiced sharp criticism over what they describe as a "marketing gimmick" that trivialises religious beliefs:
- Modinaal Sarapunjab: “No brand should exploit religious sentiments for commercial gain. Campa Cola needs to apologise and respect the sanctity of Lord Jagannath's temple.”
- Chaviii Patel: “You can’t rebrand a mistake into a movement. Campa Cola was forgotten for a reason.”
- Raghav Sawant: “Commercial greed should never override spiritual reverence. Apologise now, Campa Cola.”
- Shivam Patil: “Religious symbols are not props for brand promotion. Campa Cola has crossed a line.”
Others criticised corporate dominance and brand monopolisation, hinting that the brand’s revival may not be as community-centric as portrayed:
- Samay: “Support local. Reject exploitation. Campa Cola’s revival isn’t about taste — it’s about control.”
- Vishal: “Campa used to be a symbol of nostalgia. Now it’s just another tool for monopolies. We deserve better choices.”
- Nilu: “From being the people’s drink to becoming a corporate pawn? Disappointed but not fooled.”
Rahul Gowda Calls Out “Profit Over Faith”
Social media user Rahul Gowda echoed a common sentiment among critics, posting:
“Playing with religious faith for profit is unacceptable. Campa Cola, show some respect.”
The online backlash indicates a deep-rooted discomfort with corporate campaigns leveraging religious or cultural identities for visibility, particularly when sacred traditions are involved.
Brand Background: Campa Cola’s Revival by Reliance
Campa Cola was once a household name in Indian soft drinks, popular during the 1970s and 1980s before fading from the market. In August 2022, Reliance Consumer Products Ltd., the FMCG arm of Reliance Industries, acquired the brand from Pure Drinks Group for Rs 22 crore.
As part of its FMCG push, Reliance relaunched Campa Cola on March 9, 2023, with three flavours — cola, orange, and lemon — available in select retail stores across the country.
The rebranding aimed to tap into India’s growing nostalgia for legacy brands while strengthening Reliance’s footprint in the consumer goods sector.
Corporate Response: No Official Statement Yet
As of this report, Reliance Consumer Products Ltd. or Campa Cola has not issued any official statement addressing the controversy. The silence has only intensified calls for a public apology and withdrawal of the advertisement.
Why This Story Matters
This incident is not just about an ad campaign — it touches on:
- Religious sensitivities in commercial spaces
- Brand responsibility during culturally significant events
- Growing public resistance against corporate overreach and monopolisation
With the Rath Yatra just two days away, public sentiment remains volatile, and the controversy could potentially affect Campa Cola’s market relaunch momentum if left unaddressed.
The Campa Cola backlash is a lesson in brand responsibility in a diverse and deeply religious country like India. As more companies compete for attention in a crowded marketplace, the fine line between cultural appreciation and exploitation remains critical.