Reliance Consumer Products Limited has roped in veteran actor Amitabh Bachchan as the brand ambassador for its packaged drinking water brand, Campa Sure. The one-year partnership aims to strengthen trust, increase visibility, and improve brand recall across both urban and rural markets as the company looks to scale the brand nationally.
The move reflects Reliance’s strategy to position Campa Sure as a dependable, everyday packaged water option with a focus on affordability and wide availability. The company cited Amitabh Bachchan’s credibility and emotional connect with Indian consumers across age groups, regions, and socio-economic segments as a key reason behind the association.
Campa Sure enters a competitive market dominated by established players like Bisleri, Kinley, and Aquafina. With GST on packaged drinking water reduced from 18% to 5%, the segment has seen intensified competition. To stand out, Reliance plans to price Campa Sure 20–30% lower than leading brands while focusing on rapid shelf placement, strong distributor engagement, and high point-of-sale visibility.
By combining strategic pricing with a trusted celebrity face, Reliance aims to capture consumer attention and secure a significant share in India’s growing packaged drinking water market.
