Reliance Consumer Products Limited (RCPL), the FMCG arm of Reliance Industries, has strengthened its push into the essential beverages segment by appointing Bollywood superstar Amitabh Bachchan as the brand
ambassador for Campa Sure, its packaged drinking water brand. The association brings together two iconic Indian names, reinforcing the brand’s positioning around trust, accessibility and nationwide reach.
The move comes at a time when access to safe and affordable drinking water remains a critical challenge across many parts of India. With rising concerns over water quality and increasing dependence on packaged alternatives, the demand for reliable yet cost-effective drinking water has grown steadily. Campa Sure aims to address this gap by offering purified drinking water at some of the most competitive price points in the market.
RCPL has been steadily expanding its beverages portfolio after acquiring the iconic Campa Cola brand in 2022 and reintroducing it in 2023. Since then, the company has diversified beyond carbonated drinks into energy beverages, juices, traditional refreshment brands like Raskik, and now packaged drinking water. Campa Sure represents a strategic extension of this portfolio, focusing on everyday consumption and mass affordability.
Amitabh Bachchan’s association adds significant credibility to the brand’s mission. Known for his enduring legacy and widespread public trust across generations and geographies, Bachchan aligns closely with Campa Sure’s core values of purity, reliability and authenticity. His presence is expected to deepen consumer confidence as the brand scales across urban and rural markets.
Commenting on his association with Campa Sure, Amitabh 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.”
Campa Sure is available in a wide range of pack sizes — from 250 ml to 20 litres — catering to diverse consumption needs, from on-the-go hydration to household and institutional use. The water undergoes a rigorous multi-stage purification process to ensure consistent quality, backed by Reliance’s extensive distribution and infrastructure network.
By positioning Campa Sure as an affordable and widely accessible option, RCPL is attempting to democratise safe drinking water in India. The initiative reflects a broader strategy to blend scale, trust and value pricing, while addressing a fundamental consumer need. With a trusted national icon at the forefront, Campa Sure is poised to become a significant player in India’s rapidly evolving packaged drinking water market.
