Reliance Consumer Products (RCPL) has onboarded Amitabh Bachchan as the brand ambassador for Campa Sure, its packaged drinking water brand positioned at affordable price points. The appointment marked RCPL’s continued push to scale its presence in the beverages segment while strengthening visibility for Campa Sure in a highly competitive market.
RCPL has expanded the Campa portfolio since acquiring Campa Cola in 2022 and reintroducing the brand in India in 2023. The company has since developed a broader beverages range that has included Campa Cola, Campa Energy drinks, Rasik beverages, juices, and Campa Sure packaged drinking water. Campa Sure has been positioned as an entry-level, mass-market offering aimed at increasing access to packaged drinking water across regions.
Campa Sure has been launched with multiple stock-keeping units ranging from 250 ml to 20 litres, catering to both individual and bulk consumption needs. The product has been positioned around affordability and availability, with RCPL leveraging its distribution network to widen reach. The packaged drinking water has undergone multi-step purification processes and has been introduced as part of the company’s expanding FMCG footprint.
Ketan Mody, Executive Director, Reliance Consumer Products, said, “Just like brand Campa, Shri Amitabh Bachchan is a true Indian icon who rules the hearts of every Indian and their charisma transcends boundaries. Both stand as the symbol of trust, purity and authenticity. Shri Bachchan and Campa – are a reflection of the same philosophy and coming together of these two legends is special.
“Access to clean and affordable drinking water is everyone’s right and Campa Sure ensures access to safe drinking water at the most affordable price points – unprecedented in the market. Campa Sure brings safe hydration to every corner of the nation with an aim to democratize reliable packaged drinking water. This initiative is a pivotal moment in India’s beverages industry.”, he added.
Commenting on his association with Campa Sure, Bachchan stated, “I am very happy to associate with Campa Sure. I am impressed with Campa Sure’s endeavour to help provide clean drinking water access to every Indian.”
