Amitabh Bachchan Becomes Brand Ambassador for Reliance’s Campa Sure Water

Bollywood icon Amitabh Bachchan has been appointed as the brand ambassador for Campa Sure, the packaged drinking water brand of Reliance Consumer Products Limited (RCPL). The one year association is expected to strengthen the brand’s visibility and build consumer trust as it expands its presence across India’s competitive bottled water market, covering both urban and rural regions. As part of the partnership, Bachchan will feature in advertising and promotional campaigns for Campa Sure. Known for his strong connect across generations and regions, his association is aimed at helping the brand achieve faster recognition and credibility. RCPL is positioning Campa Sure as an affordable yet dependable everyday drinking water option for Indian households.

Campa Sure is entering a segment dominated by established brands such as Bisleri, Kinley, and Aquafina. To compete effectively, RCPL has adopted an aggressive pricing strategy, offering the product at around 20–30 percent lower prices than many leading competitors. This pricing approach, combined with Bachchan’s iconic appeal, is expected to attract value conscious consumers, particularly in smaller towns and non metro markets. The endorsement is part of RCPL’s wider strategy to rapidly scale its fast moving consumer goods (FMCG) portfolio. By leveraging its extensive distribution network and high impact celebrity partnerships, the company aims to accelerate growth across everyday consumer categories beyond its traditional beverage and snack businesses. Industry observers note that celebrity endorsements play a crucial role in FMCG segments like bottled water, where consumer choice is often driven by brand trust and recall. With the recent reduction in GST on bottled water from 18 percent to 5 percent, the category has become more price sensitive, creating an opportunity for new entrants such as Campa Sure. The advertising campaign featuring Amitabh Bachchan is expected to roll out soon across multiple platforms, including television and digital media, to build early momentum for Campa Sure’s nationwide expansion.

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