Reliance Consumer Products Limited (RCPL), the FMCG arm of Reliance Industries, has onboarded Amitabh Bachchan as the brand ambassador for its packaged drinking water brand, Campa Sure. The association brings together two iconic Indian names with a shared focus on trust, authenticity, and nationwide reach, reinforcing Campa Sure’s mission to democratize access to safe drinking water across India.
RCPL’s partnership with Bachchan is positioned as a natural alignment. Since acquiring the Campa brand in 2022 and reintroducing it to the market in 2023, the company has steadily rebuilt its beverage portfolio. From soft drinks to energy beverages, juices, and now packaged drinking water, Campa has emerged as a growing player in India’s competitive FMCG landscape.
Campa Sure has been launched with a clear objective: to make clean, reliable drinking water accessible at highly affordable price points. The brand offers a wide range of SKUs-from 250 ml to 20 litres-designed to meet everyday hydration needs across households, travel, events, and commercial use. Backed by the legacy of Reliance and Campa, the water undergoes more than 10 stages of purification, ensuring consistent quality and safety.
Speaking on the association, Ketan Mody, executive director, RCPL, said that both Campa and Amitabh Bachchan represent trust and authenticity for Indian consumers. He added that access to clean drinking water is a fundamental right, and Campa Sure aims to address this need at scale.
Amitabh Bachchan shared that he was pleased to associate with a brand committed to expanding access to safe drinking water. With this move, RCPL strengthens Campa Sure’s positioning as an inclusive, mass-market hydration brand built on purity, availability, and affordability.
