Reliance Signs Amitabh Bachchan as Brand Ambassador for Campa Sure Packaged Drinking Water

Reliance Brings Amitabh Bachchan On Board for Campa Sure Water

Reliance Consumer Products Limited (RCPL) has signed Bollywood legend Amitabh Bachchan as the brand ambassador for its packaged drinking water brand, Campa Sure. The one-year association marks a significant step in Reliance’s growing FMCG strategy, as it looks to strengthen its presence in everyday consumer categories.

With Bachchan’s unmatched credibility and nationwide appeal, Reliance aims to build trust, recall, and mass acceptance for Campa Sure in a highly competitive packaged water market.

Why Amitabh Bachchan Fits the Campa Sure Brand Strategy

Amitabh Bachchan enjoys strong acceptance across urban and rural India, cutting across age groups and income segments. According to people familiar with the development, Reliance chose Bachchan for his long-standing image of reliability, discipline, and authenticity — values that align closely with a daily-use essential like packaged drinking water.

For a category where consumer decisions are often driven by brand familiarity and availability, a trusted face like Bachchan can significantly accelerate brand recognition, especially in non-metro and family-oriented markets.

Campa Sure’s Pricing Strategy: Challenging Market Leaders

The packaged drinking water segment in India is dominated by established players such as Bisleri, Kinley, and Aquafina. However, Reliance is entering the space with an aggressive pricing strategy.

Campa Sure is reportedly priced 20–30 percent lower than leading competitors, making it an attractive option for value-conscious consumers. This pricing advantage has gained even more importance after the GST on bottled water was reduced from 18% to 5%, intensifying price competition across the category.

Earlier, when Reliance first entered the packaged water segment, we had covered detailed insights on Campa water pricing in India, and that article continues to rank at the top on Google.
👉 Read here: https://marketinginsights.in/reliance-campa-water-price-india

Reliance’s FMCG Push and the Revival of the Campa Brand

The appointment of Amitabh Bachchan is RCPL’s third major celebrity endorsement, underlining Reliance’s serious push into the FMCG space. Over the past year, the company has focused on reviving Campa, a legacy Indian brand, across multiple beverage categories.

Campa Sure represents the extension of this revival into packaged drinking water, a volume-driven category where scale, pricing, and distribution play a critical role.

Leveraging Reliance’s vast retail, wholesale, and rural distribution network, Campa Sure is expected to achieve wide shelf presence across:

• General trade

• Modern retail

• Kirana stores

• Rural and semi-urban outlets

Can Celebrity Endorsement Drive Packaged Water Sales?

Industry experts note that the packaged drinking water market is largely driven by availability and affordability, with limited product differentiation. In such a scenario, celebrity endorsements help brands stand out at the point of sale and improve initial trial rates.

Amitabh Bachchan’s association is expected to:

• Boost brand visibility quickly

• Improve consumer trust

• Strengthen recall in crowded retail shelves

This becomes especially important when multiple brands compete within a narrow price band.

What This Means for Reliance and Campa Sure

For Reliance Consumer Products Limited, success in the packaged water segment would further solidify its position in everyday consumer staples. While competitive pricing and wide distribution give Campa Sure a strong launch advantage, long-term success will depend on:

• Consistent product quality

• Stable pricing

• Strong distributor relationships

• Repeat consumer purchases

With Amitabh Bachchan as the face of the brand, Reliance is clearly betting on trust plus value to build scale in one of India’s most competitive FMCG categories.