Reliance Consumer Products Limited (RCPL), the FMCG arm of Reliance Industries Limited, has announced the onboarding of Bollywood icon Amitabh Bachchan as the brand ambassador for its packaged drinking water brand, Campa Sure. The association brings together two trusted Indian names with a shared focus on credibility, quality, and mass reach, strengthening consumer confidence in the rapidly expanding packaged drinking water segment.
RCPL’s decision to associate Campa Sure with Amitabh Bachchan aligns with the brand’s positioning around trust and reliability. Widely regarded as one of India’s most respected public figures, Mr. Bachchan’s association is expected to reinforce the brand’s appeal across diverse consumer groups and geographies, while supporting RCPL’s broader vision of making safe drinking water accessible to all.
Since acquiring the iconic Campa Cola brand in 2022 and reintroducing it to the Indian market in 2023, RCPL has steadily rebuilt Campa as a strong player in the domestic beverages industry. The company has expanded beyond carbonated soft drinks to create a comprehensive beverages portfolio that includes Campa Energy drinks, Raskik beverages, juices, and Campa Sure packaged drinking water. This diversification reflects RCPL’s strategy to address multiple consumption occasions and evolving consumer preferences.
Commenting on the association, Ketan Mody, Executive Director, Reliance Consumer Products Limited, highlighted that both Campa and Amitabh Bachchan represent trust, authenticity, and a deep connection with Indian consumers. He emphasized that access to clean and affordable drinking water is a basic necessity, and Campa Sure aims to offer safe hydration at price points that are among the most competitive in the market. According to the company, this initiative marks a significant step in expanding reliable packaged drinking water access across the country.
Amitabh Bachchan, while speaking about the partnership, expressed happiness in associating with Campa Sure and appreciation for the brand’s effort to help improve access to clean drinking water for every Indian. His association is positioned as a natural fit, reflecting Campa Sure’s core values of assurance, purity, and authenticity.
Campa Sure has been launched with a clear mission to democratize safe drinking water in India. The brand offers a wide range of SKUs, including 250 ml, 500 ml, 1 litre, 2 litres, 5 litres, 10 litres, and 20 litres, catering to everyday consumption as well as larger household and institutional needs. The water undergoes more than ten stages of purification to ensure consistent quality and purity, backed by the legacy and distribution strength of Reliance and Campa.
