Reliance is banking on Bachchan’s credibility, mass recognition and long standing connect with Indian consumers to position Campa Sure as a trustworthy everyday purchase
Aimed at strengthening the brand’s presence across urban and rural markets, Reliance Consumer Products has appointed Amitabh Bachchan as the brand ambassador for its packaged drinking water brand Campa Sure. The agreement is for one year, as per the reports.
Reliance is banking on Bachchan’s credibility, mass recognition and long standing connect with Indian consumers to position Campa Sure as a trustworthy everyday purchase. Campa Sure is entering a highly competitive packaged water market where pricing and recall play a decisive role. After the reduction of GST on bottled water from 18 per cent to 5 per cent, the category has become more price sensitive.
Companies have adjusted their price points and Reliance has chosen to position Campa Sure at roughly 20 to 30 per cent lower than many rival brands. This includes major names such as Bisleri, Kinley from Coca Cola and Aquafina from PepsiCo.
The appointment of Bachchan is part of Reliance Consumer Products’ broader effort to build visibility for its growing fast moving consumer goods portfolio. Over recent months, the company has been steadily expanding distribution and tapping well known personalities to give newer launches faster acceptance among consumers. Campa itself has been revived as part of this strategy, now extended into the water category through Campa Sure.
With strong distribution, competitive pricing, and a widely trusted celebrity face, Reliance is clearly aiming to challenge established bottled water brands. If Campa Sure succeeds in gaining recall and shelf presence, it could deepen Reliance’s footprint across everyday consumer categories and intensify competition in the packaged water market.
