Reliance Consumer Products Limited (RCPL) has signed Bollywood icon Amitabh Bachchan as the brand ambassador for its packaged water brand, Campa Sure, in a strategic move to boost brand visibility and market penetration. The agreement, reported to be a one-year endorsement deal, is designed to harness Bachchan’s broad popular appeal to strengthen Campa Sure’s positioning in India’s highly competitive bottled water segment. Pricing for Campa Sure has been set 20–30% lower than that of major rivals, such as Bisleri, Coca-Cola’s Kinley, and PepsiCo’s Aquafina, adding an affordability angle to the campaign.
This endorsement marks RCPL’s third major brand partnership in recent months, underscoring the brand’s aggressive push in FMCG brand building. RCPL is leveraging high-profile celebrity endorsement and value-led pricing to accelerate Campa Sure’s adoption and disrupt entrenched bottled water competitors.
