Reliance signs Amitabh Bachchan for packaged water brand Campa Sure

Reliance Consumer Products Limited (RCPL) has signed actor Amitabh Bachchan as brand ambassador for its packaged water brand Campa Sure, people aware of the development said.

“For now, it is a one-year deal and is expecting to leverage Mr Bachchan’s mass appeal and play on Campa Sure’s affordable pricing,” one of the executives said. Similar to colas, for water too, Reliance Consumer has adopted pricing 20-30% lower than rivals such as Bisleri, Coca-Cola’s Kinley and Aquafina from PepsiCo.

An email seeking comments from Reliance remained unanswered.


Rival Bisleri is endorsed by actor Deepika Padukone.

This will be the third brand endorsement deal inked by RCPL, the FMCG arm of Reliance Industries, in recent months. In April, Campa signed actor Ram Charan as its face, with a campaign which debuted during the IPL T20 season. And two months back, it signed a strategic partnership with actor and racer Ajith Kumar’s motorsport team.

Packaged water is among the categories on which New Delhi slashed Goods & Services Tax (GST) in September, with taxes on natural or artificial mineral waters being reduced to 5% from 18%, leading all players in the category to drop prices.