Reliance Consumer Products Limited has brought Amitabh Bachchan on board as the face of its packaged drinking water brand, Campa Sure, as the company sharpens its push in India’s highly competitive bottled water market. People familiar with the development said the association has been signed for an initial period of one year and is designed to combine Bachchan’s unmatched mass reach with Campa Sure’s value-led positioning.
The move signals Reliance’s intent to scale Campa Sure rapidly by targeting price-sensitive consumers. The brand is currently priced about 20 to 30 percent lower than leading competitors such as Bisleri, Coca Cola’s Kinley and PepsiCo’s Aquafina. Industry executives said the strategy mirrors Reliance’s playbook in carbonated beverages, where aggressive pricing has been used to gain shelf space and volumes in a crowded market.
Packaged drinking water has also received a policy boost in recent months. In September, the government reduced the Goods and Services Tax on natural and artificial mineral water to 5 percent from 18 percent, prompting companies across the category to recalibrate prices. The tax cut has intensified competition, making brand visibility and recall increasingly critical for driving consumer choice.
Bachchan’s appointment marks the third high-profile brand association for Reliance Consumer Products in a short span. Earlier this year, Campa signed actor Ram Charan as a brand ambassador, with the campaign rolling out during the IPL T20 season to tap into peak viewership. In another move aimed at broadening appeal, the company also entered a strategic partnership with actor and racing enthusiast Ajith Kumar’s motorsport team.
Rival brands continue to rely on celebrity endorsements to maintain mindshare. Bisleri, the market leader in packaged water, is endorsed by actor Deepika Padukone.
Reliance Consumer Products did not respond to queries seeking comment on the Bachchan deal. However, industry watchers say the endorsement underscores Reliance’s broader FMCG ambition to build mass brands by combining competitive pricing, expansive distribution and high-impact marketing across categories.
