Reliance Ropes in Amitabh Bachchan as Brand Ambassador for Campa Sure Packaged Water

Reliance Consumer Products Limited (RCPL) has onboarded veteran actor Amitabh Bachchan as the brand ambassador for its packaged drinking water brand, Campa Sure. The move is aimed at strengthening the brand’s national presence while highlighting its affordable pricing strategy in a competitive market.

Reliance’s Big Bet on Campa Sure

RCPL, the FMCG arm of Reliance Industries, has signed Bachchan for an initial one-year endorsement deal. According to industry sources, the company plans to leverage the actor’s unmatched mass connect to position Campa Sure as a value-for-money packaged water brand across urban and semi-urban markets.

The endorsement is expected to play a key role in expanding Campa Sure’s reach as Reliance accelerates its push in the beverages segment.

Aggressive Pricing to Take on Market Leaders

Reliance Consumer has adopted a sharp pricing strategy for Campa Sure, keeping prices nearly 20–30% lower than established rivals such as Bisleri, Kinley, and Aquafina.

This approach mirrors Reliance’s earlier playbook in the soft drinks category, where competitive pricing helped quickly scale volumes and visibility.

Third Major Celebrity Association for RCPL

The Bachchan deal marks RCPL’s third major brand partnership in recent months:

In April, Campa signed Ram Charan as the face of the brand, with the campaign launched during the IPL T20 season.

Earlier, RCPL entered a strategic partnership with actor and racer Ajith Kumar’s motorsport team, strengthening its youth and performance-oriented brand associations.

GST Cut Boosts Packaged Water Demand

The endorsement comes at a time when the packaged water segment is seeing renewed momentum. In September, the government reduced GST on mineral and packaged water to 5% from 18%, prompting companies across the sector to cut prices.

Lower taxes, combined with aggressive pricing by players like Reliance, are expected to accelerate consumption and intensify competition in the category.

What Lies Ahead

With Amitabh Bachchan as its new face, Campa Sure is set to gain stronger recall and credibility among Indian consumers. Backed by lower GST rates and Reliance’s distribution muscle, the brand is well-positioned to challenge incumbents and expand rapidly in India’s fast-growing packaged water market.

FAQs

Who is the brand ambassador of Campa Sure?

Amitabh Bachchan has been appointed as the brand ambassador for Campa Sure packaged drinking water.

How long is Amitabh Bachchan’s deal with Reliance Consumer?

The endorsement agreement is currently for a period of one year.

How is Campa Sure priced compared to other water brands?

Campa Sure is priced around 20–30% lower than major competitors like Bisleri, Kinley, and Aquafina.

Why are packaged water prices falling in India?

Prices have dropped after the government reduced GST on packaged and mineral water from 18% to 5%.

Which other celebrities are associated with RCPL brands?

RCPL has also partnered with Ram Charan for Campa and has a strategic association with Ajith Kumar’s motorsport team.