Reliance Consumer Products Limited (RCPL) has appointed Bollywood icon Amitabh Bachchan as the brand ambassador for its packaged drinking water brand, Campa Sure, in a move aimed at rapidly scaling its presence in India’s fiercely competitive bottled water market.
People familiar with the development said the endorsement is a one-year agreement and will leverage Bachchan’s unmatched mass appeal to strengthen Campa Sure’s positioning as a high-quality yet affordable brand. Reliance has adopted an aggressive pricing strategy for the category, keeping Campa Sure priced 20–30 per cent lower than established rivals such as Bisleri, Coca-Cola’s Kinley and PepsiCo’s Aquafina.
The Bachchan deal marks RCPL’s third high-profile celebrity association in recent months, signalling the FMCG arm of Reliance Industries’ intent to invest heavily in brand-building across categories. In April, RCPL signed Telugu superstar Ram Charan as the face of Campa, with a campaign that debuted during the IPL T20 season. Two months later, the company entered into a strategic partnership with actor and racing enthusiast Ajith Kumar’s motorsport team, expanding its marketing footprint beyond traditional advertising.
Reliance’s push in packaged water comes at a time when pricing dynamics in the category have shifted. In September, the government reduced the Goods and Services Tax (GST) on natural and artificial mineral water to 5 per cent from 18 per cent, prompting all major players to cut prices. The tax cut has intensified competition, with companies racing to gain volumes in a market where bottled water is increasingly viewed as a daily essential rather than a discretionary purchase.
By pairing aggressive pricing with one of India’s most recognizable and trusted faces, Reliance is aiming to fast-track Campa Sure’s acceptance across urban and mass markets alike. The strategy also puts the company in direct competition with category leader Bisleri, which is endorsed by actor Deepika Padukone.
With bottled water emerging as a high-volume, low-margin battleground, RCPL’s endorsement-heavy playbook underlines how seriously Reliance is taking its ambition to build Campa into a national FMCG powerhouse.