Brands
Big B to endorse Reliance’s big bet on bottled water
BENGALURU: When you need someone to flog water to a billion people, why not call Hindi cinema royalty? That’s the reasoning of the Mukesh Ambani-owned Reliance Consumer Products Ltd (RCPL). The fast-moving consumer goods arm of Reliance Industries has roped in Amitabh Bachchan as brand ambassador for Campa Sure, its packaged drinking water venture. The move pairs two supposed icons of Indian excellence—though one has rather more screen time than the other.
Since snapping up Campa Cola in 2022 and relaunching it the following year, RCPL has been busy reviving the heritage brand. The company has since expanded beyond fizzy drinks into energy beverages, juices and now bottled water, assembling what it calls a “total beverages portfolio.”
RCPL executive director Ketan Mody waxed lyrical about the tie-up. “Just like brand Campa, Amitabh Bachchan is a true Indian icon who rules the hearts of every Indian,” he said, noting that both “stand as the symbol of trust, purity and authenticity.” The partnership, he added, aims to “democratise reliable packaged drinking water” at “unprecedented” price points.
Bachchan himself was diplomatic. “I am very happy to associate with Campa Sure,” the Bollywood superstar said. “I am impressed with Campa Sure’s endeavour to help provide clean drinking water access to every Indian.”
Campa Sure arrives with seven bottle sizes—from 250ml to 20 litres—covering everything from gym sessions to wedding receptions. The water undergoes ten purification steps, RCPL promises, ensuring “purity in every drop.”
Whether Indians will swap their current brands for Campa Sure remains to be seen. But with Big B’s pushing the brand and Reliance’s deep pockets behind them, the company is clearly betting that thirst—and star power—will do the trick and grab a huge sip of the estimated Rs 83,000 crore Indian bottled water market.
