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Amitabh Bachchan joins Campa Sure as brand ambassador
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Thursday, 08 January, 2026, 15 : 00 PM [IST]
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Our Bureau, Mumbai
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Bollywood icon Amitabh Bachchan has been appointed as the brand ambassador for Campa Sure, the packaged drinking water brand from Reliance Consumer Products Limited (RCPL), marking a high-profile endorsement in the competitive bottled water market. The one-year partnership aims to deepen the brand’s visibility and credibility across India, especially as it expands its footprint in both urban and rural segments.
Under the deal, Bachchan a household name with deep resonance across generations and demographics — will front advertising and promotional campaigns for Campa Sure. RCPL is reportedly leveraging his widespread appeal to help build swift brand recall, enhance trust among consumers, and support the product’s positioning as an affordable yet reliable everyday hydration choice.
Campa Sure enters a market dominated by established players such as Bisleri, Kinley, and Aquafina, with RCPL adopting an aggressive pricing strategy, positioning its product approximately 20–30 % lower than key competitors. By marrying competitive pricing with Bachchan’s iconic persona, the company hopes to attract a broad consumer base, particularly value-conscious buyers in small towns and non-metro markets.
This endorsement deal is part of a broader push by RCPL to scale its fast-moving consumer goods (FMCG) portfolio, leveraging distribution strength and celebrity partnerships to accelerate market penetration. Bachchan’s association with Campa Sure follows recent high-visibility endorsements by RCPL, including campaigns featuring other prominent personalities, highlighting the company’s ambitions to grow quickly in everyday consumer categories beyond its legacy beverages and snacks offerings.
Industry analysts note that celebrity endorsements play a vital role in FMCG marketing, especially in categories where product differentiation is limited and consumer choice is heavily influenced by brand recall and trust. With the GST on bottled water reduced to 5 % from 18 % in recent months, the segment has become more price competitive, creating an opening for new entrants like Campa Sure backed by strong promotional strategies.
The campaign featuring Bachchan is expected to roll out across multimedia platforms soon, combining traditional and digital outreach to build early momentum for Campa Sure’s market debut.
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