Reliance Signs Amitabh Bachchan As Brand Ambassador for Campa Sure, Amid GST Cut On Bottled Water, To Increase Rural & Urban Reach

News is coming in from the marketing world: Reliance Consumer Products Limited has appointed Amitabh Bachchan as the brand ambassador for its packaged drinking water brand, 'Campa Sure.'

Details of the Association 

This marks a significant step in its efforts to scale the brand nationally. The one-year association is aimed at:

• strengthening trust,

• Visibility,

• recall across both urban and rural markets

The plan has been designed to compete in an intensely competitive category that water is and will be in the coming years.

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The Plan Ahead

According to the company, the decision to bring in veteran actor Amitabh Bachchan on board stems from his unparalleled credibility and deep emotional connection with Indian consumers cutting across age groups, regions, and socio-economic segments.

Reliance is aiming to position Campa Sure as: 

1/ dependable, 

2/ everyday packaged water option, 

3/ with a sharp focus on affordability and wide availability.

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Context of the market 

Campa Sure enters a market dominated by long-established players and driven largely by three key factors: pricing, distribution reach, and brand recall. 

The competitive intensity in the segment has further increased following the reduction of GST on packaged drinking water from 18 percent to 5 percent, prompting companies to revisit pricing strategies to protect volumes and market share.

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Pricing 

To combat this, Reliance has chosen to price Campa Sure approximately 20–30 percent lower than several leading brands in the category, including Bisleri, Kinley, and Aquafina. 

The company is focusing on rapid shelf placement, strong distributor engagement, and high point-of-sale visibility to drive adoption. 

Backed by Reliance’s extensive retail and wholesale network, Campa Sure is expected to achieve wide distribution across general trade, modern trade, and rural outlets nationwide.

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