RCPL has roped in Amitabh Bachchan as the brand ambassador for Campa Sure

Reliance Consumer Products Limited (RCPL), the FMCG arm of Reliance Industries, has announced Amitabh Bachchan as the brand ambassador for Campa Sure, its packaged drinking water brand. The association brings together two iconic Indian names, reinforcing consumer trust as the company seeks to make packaged drinking water more accessible across the country.

Since acquiring Campa Cola in 2022 and relaunching the heritage brand in 2023, RCPL has steadily rebuilt Campa into a significant presence in India’s beverage market. The portfolio has since expanded beyond soft drinks to include Campa Energy, Raskik beverages, juices, and now Campa Sure packaged drinking water.

Ketan Mody, Executive Director, Reliance Consumer Products Limited, said Amitabh Bachchan embodies the same values that define the Campa brand. “Like Campa, Shri Amitabh Bachchan is a true Indian icon whose appeal cuts across generations and geographies. Both stand for trust, purity and authenticity. Their coming together reflects a shared philosophy and is a special moment for us,” he said.

Emphasising the brand’s purpose, Mody added that access to clean and affordable drinking water is a basic right. “Campa Sure is committed to providing safe drinking water at highly affordable price points, which are unprecedented in the market. Our aim is to take reliable packaged drinking water to every corner of the country and help democratise safe hydration. This marks a pivotal moment for India’s beverage industry.”

Commenting on the association, Amitabh Bachchan said, “I am very happy to associate with Campa Sure. I am impressed by the brand’s endeavour to help provide access to clean drinking water for every Indian.”

Campa Sure has been launched with a strong focus on affordability and wide availability. The brand offers a comprehensive range of SKUs—250 ml, 500 ml, 1 litre, 2 litres, 5 litres, 10 litres and 20 litres—designed to meet diverse consumption needs. Built on the legacy of Reliance and Campa, Campa Sure water undergoes more than 10 stages of purification, with the brand promising consistent quality and purity in every drop.