Bengaluru: Reliance Consumer Products Limited (RCPL), the FMCG arm of Reliance Industries Limited, has announced the onboarding of legendary actor Amitabh Bachchan as the brand ambassador for Campa Sure, its packaged drinking water brand positioned as one of the most affordable in the country.
Welcoming the ‘Shahenshah of Bollywood’ to the Campa family, RCPL said the association brings together two iconic Indian names built on trust, credibility, and nationwide appeal. The company noted that Bachchan’s unmatched legacy and public confidence align closely with Campa Sure’s mission of democratising access to safe and affordable drinking water across India.
Strengthening trust in affordable hydration
RCPL highlighted that the partnership is aimed at further strengthening consumer trust as the brand expands its footprint in the fast-growing packaged drinking water segment. Campa Sure has been introduced with the objective of ensuring access to clean and safe drinking water at price points described by the company as unprecedented in the market.
The company believes that Bachchan’s pan-India connect across age groups and geographies will help reinforce the brand’s promise of purity, reliability, and easy availability, particularly among value-conscious consumers.
Campa’s revival and beverage portfolio expansion
Since acquiring the iconic Campa Cola brand in 2022 and reintroducing it to Indian consumers in 2023, RCPL has steadily rebuilt the heritage brand into a strong player in the Indian soft drinks market. The company has since expanded Campa into a comprehensive beverages portfolio.
This includes Campa Cola soft drinks, Campa Energy drinks, Raskik beverages, juices, and now Campa Sure packaged drinking water. According to RCPL, the expansion reflects its strategy of building a diversified beverages ecosystem catering to multiple consumption occasions and consumer needs.
Company leadership on the association
Commenting on the announcement, Ketan Mody, Executive Director, Reliance Consumer Products Limited, said the coming together of Amitabh Bachchan and Campa is symbolic. “Just like brand Campa, Shri Amitabh Bachchan is a true Indian icon who rules the hearts of every Indian, and whose charisma transcends boundaries. Both stand as symbols of trust, purity, and authenticity,” he said.
He added that access to clean and affordable drinking water is a basic right. “Campa Sure ensures access to safe drinking water at the most affordable price points, bringing reliable hydration to every corner of the nation. This initiative marks a pivotal moment in India’s beverages industry,” Mody noted.
Amitabh Bachchan on supporting Campa Sure
Expressing his views on the association, Amitabh Bachchan said he was pleased to be associated with Campa Sure. “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,” he stated.
RCPL said Bachchan’s persona — defined by longevity, credibility, and mass connect — mirrors the core values of Campa Sure. The brand positions itself around trust, assurance, and authenticity, qualities the company believes the actor embodies.
For readers unfamiliar with his extraordinary career and cultural influence, details about Amitabh Bachchan’s journey in Indian cinema are widely documented on Amitabh Bachchan.
Product range and purification standards
Campa Sure has been launched with a wide range of SKUs to cater to diverse usage needs and occasions. The product portfolio includes pack sizes of 250 ml, 500 ml, 1 litre, 2 litres, 5 litres, 10 litres, and 20 litres, covering individual, family, and institutional consumption.
According to the company, Campa Sure water undergoes over 10 stages of purification, ensuring safety and quality in every drop. Built on the legacy of Reliance and Campa, the brand promises uncompromising quality alongside affordability and widespread availability.
Focus on mass accessibility
RCPL emphasised that Campa Sure’s core mission is to democratise safe drinking water in India by combining competitive pricing with robust distribution. By leveraging Reliance’s nationwide infrastructure and supply chain capabilities, the company aims to make Campa Sure accessible even in underserved and remote markets.
Industry observers note that the packaged drinking water segment continues to witness strong growth, driven by urbanisation, travel, and increasing health awareness. Affordable pricing, coupled with a trusted brand ambassador, is expected to intensify competition in the segment.
About Reliance Consumer Products Limited
Reliance Consumer Products Limited is the FMCG arm of Reliance Industries Limited and focuses on empowering everyday consumer life through accessible, value-driven products. Backed by Reliance’s infrastructure and brand trust, RCPL blends global standards with local insights to meet evolving consumer needs.
The company aims to build long-term relationships with communities by offering world-class, trusted solutions at honest prices, contributing to both consumer well-being and national growth.