Reliance Consumer Products (RCPL) has brought Bollywood legend Amitabh Bachchan on board as the brand ambassador for Campa Sure, its affordable packaged drinking water brand.
The move is part of Reliance’s larger plan to build a strong foothold in India’s crowded beverages market — a space already dominated by big names like Bisleri, Kinley and Aquafina.
Campa Sure is positioned as a mass-market, budget-friendly drinking water option. It is available in pack sizes ranging from 250 ml to 20 litres, making it suitable for both everyday personal use and large family or office consumption. The company says the water goes through multiple purification stages to ensure safety and quality.
A familiar Reliance strategy
If this feels familiar, it’s because Reliance has done this before.
When Jio entered the telecom market, it didn’t try to look premium — it focused on affordability, scale and accessibility. Campa Sure follows the same playbook: keep prices low, push wide distribution, and use a trusted face to build instant credibility.
In marketing terms, it’s a smart move. Water is not an emotional product — people buy it based on trust and price. Amitabh Bachchan brings trust. Reliance brings price power and distribution. Together, they make a powerful combination.
What Reliance says
Ketan Mody, Executive Director at Reliance Consumer Products, said the association reflects shared values of trust, purity and authenticity.
He added that Campa Sure aims to make safe drinking water affordable for everyone, calling it a step toward “democratising reliable packaged drinking water” in India.
What Amitabh Bachchan said
Bachchan said he was happy to associate with Campa Sure and appreciated the brand’s effort to improve access to clean drinking water across the country.
More than just another water brand
Since acquiring Campa Cola in 2022 and relaunching it in 2023, Reliance has steadily expanded the Campa portfolio. Today, it includes cola, energy drinks, juices, Rasik beverages and now packaged water.
Campa Sure is not just a product launch — it is part of Reliance’s long-term FMCG ambition.
The real marketing lesson
Campa Sure shows how powerful simple, mass-focused marketing can be:
- Affordable pricing
- Massive distribution
- A trusted national icon
- A product everyone needs
This is not loud advertising. It’s quiet, confident positioning — the kind that slowly reshapes markets.
Just like Jio once did.
And if Reliance’s past is any indication, Campa Sure may not remain a “new entrant” for very long.
