Reliance Consumer Products Limited (RCPL), the FMCG arm of Reliance Industries Limited, has announced Bollywood actor Amitabh Bachchan as the brand ambassador for its packaged drinking water brand, Campa Sure.

The company believes this partnership will help build stronger consumer confidence in the brand and support its goal of making packaged drinking water affordable and accessible across India.

Commenting on the association, 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.”

Relaunch of Campa Cola in 2023

RCPL acquired the Campa Cola brand in 2022 and brought it back to the Indian market in 2023. Since then, the company has expanded Campa into a wider beverages portfolio. This now includes soft drinks, energy drinks, juices, Raskik beverages and packaged drinking water under the Campa Sure brand.

“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,” Ketan Mody, Executive Director, Reliance Consumer Products, said.

Compnay focuses on affordability

Mody said that access to clean and affordable drinking water is everyone’s right and Campa Sure aims to 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.” he added.

Campa Sure has been launched with a focus on affordability and wide availability. It is available in multiple pack sizes ranging from 250 ml to 20 litres to meet different consumer needs. The company said the water goes through more than 10 stages of purification to ensure quality and purity in every drop.