Reliance Consumer Products Limited has appointed Amitabh Bachchan as brand ambassador for its packaged drinking water brand Campa Sure, as the company pushes deeper into India’s fast-growing beverages segment.
The move comes as RCPL continues to scale its beverages portfolio following the acquisition of Campa Cola in 2022 and its relaunch in 2023. Since then, the company has expanded into adjacent categories including energy drinks, juices, and packaged drinking water under the Campa brand.
Building a mass-market water play
Campa Sure is positioned as an affordable packaged drinking water offering, aimed at widening access to clean drinking water across India. The product is available in multiple pack sizes, including 250ml, 500ml, 1L, 2L, 5L, 10L and 20L, targeting both retail and bulk consumption needs.
Ketan Mody, Executive Director, Reliance Consumer Products Ltd, 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 & 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.”
The company states that Campa Sure water undergoes over 10 steps of purification, positioning it around purity and reliability in a highly competitive category.
Brand revival meets portfolio expansion
The appointment of Bachchan comes as RCPL leverages the legacy recall of the Campa brand while building a broader FMCG presence. The company has been steadily expanding distribution and product offerings across the beverages segment, positioning Campa as a multi-category brand rather than a standalone soft drink label.
Commenting on the association, 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.”
The endorsement aligns with the brand’s positioning around trust and accessibility, particularly in a category where consumer perception around safety and quality remains critical.
Market Research Outlook Analysis
The move signals increasing competition in India’s packaged drinking water market, especially in the affordable segment. Celebrity-led branding at this scale is likely to intensify pressure on incumbents and regional players. Strategically, RCPL is building a mass FMCG platform anchored in pricing and distribution strength. The sector is moving toward consolidation, brand-led differentiation, and deeper rural penetration. For deeper insights or customised research on this segment, connect with our team.
Source: Reliance Consumer Products Limited
