Reliance Consumer Products Limited (RCPL) has appointed actor Amitabh Bachchan as the brand ambassador for its packaged water brand, Campa Sure, according to sources familiar with the development.
The deal is currently for one year, with the company aiming to leverage Bachchan’s wide popularity while emphasizing Campa Sure’s affordable pricing, an executive said. Similar to cola pricing strategies, Campa Sure is priced 20-30% lower than competitors like Bisleri, Coca-Cola’s Kinley, and PepsiCo’s Aquafina.
Requests for comments from Reliance went unanswered.
Bisleri, a key rival, is endorsed by actor Deepika Padukone.
This marks RCPL’s third recent brand endorsement. In April, Campa brought actor Ram Charan on board with a campaign that launched during the IPL T20 season. Two months ago, RCPL also entered a strategic partnership with the motorsport team of actor and racer Ajith Kumar.
Packaged water benefited from a GST cut in September, with taxes on natural and artificial mineral water reduced from 18% to 5%, prompting price reductions across the category.
