- Reliance Consumer Products ropes in Amitabh Bachchan to champion affordable, safe hydration
- Big B’s unmatched credibility lends trust to Campa Sure’s mission of democratising clean drinking water
- Two iconic Indian legacies unite to redefine access, affordability and purity
NE BUSINESS BUREAU
BENGALURU, JAN 11
Reliance Consumer Products Limited (RCPL), the FMCG arm of Reliance Industries Limited, has onboarded legendary actor Amitabh Bachchan as the brand ambassador for its packaged drinking water brand, Campa Sure, marking a high-impact endorsement aimed at deepening consumer trust and national reach.
Welcoming the ‘Shahenshah of Bollywood’ into the Campa family, RCPL said that like the Campa brand, Amitabh Bachchan symbolises excellence, credibility and enduring trust across generations and geographies. The association brings together two iconic Indian names with a shared purpose—to democratise access to safe, reliable and affordable packaged drinking water across the country.
Since acquiring the iconic Campa Cola brand in 2022 and reintroducing it to Indian consumers in 2023, RCPL has successfully revived the heritage label, positioning it as a strong force in the Indian beverages space. The portfolio has since expanded beyond soft drinks to include Campa Energy drinks, Raskik beverages, juices and now Campa Sure packaged drinking water.
Commenting on the association, Ketan Mody, Executive Director, Reliance Consumer Products Limited, 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.”
Expressing his delight at the collaboration, Amitabh Bachchan said: “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.”
As the face of Campa Sure, Amitabh Bachchan embodies the brand’s core values of trust, assurance and authenticity. His rich legacy, towering credibility and pan-India connect mirror Campa Sure’s promise of purity and reliability.
Launched with a mission to democratise safe drinking water, Campa Sure is positioned at highly competitive and affordable price points. The brand offers a comprehensive range of SKUs—250 ml, 500 ml, 1 litre, 2 litre, 5 litre, 10 litre and 20 litre—catering to diverse consumer needs and occasions. Built on the trusted legacy of Reliance and Campa, Campa Sure water undergoes over 10 stages of purification, ensuring uncompromising quality and purity in every drop, with easy availability anytime, anywhere.
