Reliance Industries has made a major brand move by appointing Amitabh Bachchan as the brand ambassador for its packaged drinking water brand, Campa-Sure. The announcement comes as Reliance Consumer Products Limited, the group’s FMCG arm, continues to expand its presence in India’s fast-growing beverage market.
Campa-Sure is the latest addition to the Campa portfolio, which was revived after Reliance acquired the iconic Indian soft drink brand Campa Cola in 2022. Since its relaunch in 2023, the brand has grown quickly, adding energy drinks, Rasik beverages, juices, and, most recently, packaged drinking water. With Campa-Sure, Reliance aims to make safe, clean drinking water available to people across the country at affordable prices.
The company believes Amitabh Bachchan is the perfect face for this mission. Known and trusted by generations of Indians, the actor brings credibility, respect, and emotional connection that few public figures can match. Reliance said his association will help strengthen consumer trust in Campa-Sure, just as his name has long been linked with quality and reliability.
Campa-Sure water is offered in a wide range of pack sizes, from 250 ml bottles to 20-litre jars. This makes it suitable for individual use, travel, family consumption, and large gatherings. The brand follows more than 10 purification steps to ensure the highest safety and quality standards in every bottle.
Ketan Modi, Executive Director at Reliance Consumer Products, said both Campa and Amitabh Bachchan stand for trust, purity, and authenticity. He added that Bachchan’s popularity across age groups and regions makes him a natural fit for the brand.
Amitabh Bachchan said he was happy to join Campa-Sure, especially because its goal of providing clean, safe drinking water to every Indian deeply resonates with him. With this partnership, Reliance hopes to make Campa-Sure a household name in India’s packaged water market.