In its latest strategic move RIL announced its RCPL, using FMCG operations in the RCPL, has appointed Bollywood mega-actor Amitabh Bachchan as the ambassador for its packaged water beverage brand Campa Sure. The association for a one-year plan is a targeted move by RCPL to enhance Campa Sure brand profile in urban / rural India market and earn repute and visibility for the brand.
About Campa Sure and Its Market Positioning
Campa Sure is now marketed, among other products, as India's most budget-friendly packaged drinking water source and as a brand that aims to democratize the access to safe and quality drinking water to the entire Indian population. Available in different sizes (250mL, 500mL, 1L, 2L, 5L, 10L and 20L) are suitable for different needs and occasions of its target consumers. It undergoes more than 10 steps of purification to ensure purity and quality. In terms of pricing, Campa Sure is 20–30% cheaper than the competition in the category, such as Bisleri, Kinley and Aquafina, thanks to the GST reduction on bottled water starting from 18% to 5%, making this category cost-conscious. Reliance's objective is that by leveraging its huge retail and wholesale network, it would be able to provide a large footprint across general trade, modern trade and rural outlets. This is part of RCPL’s overall strategy to grow its FMCG capabilities, rejuvenate the heritage Campa brand that it bought in 2022 and brought back in 2023 and extend into other drinks such as energy drinks and juices in addition to packaged water.
Significance of Amitabh Bachchan’s Association
Amitabh Bachchan, the so-called ‘Shahenshah of Bollywood’, has unmatched credibility, mass name recognition, and emotional connection with Indian consumers in every corner of the country — from all age groups, demographic and socio-economic background. His personality embodies Campa Sure’s top-level values of trust, purity, authenticity and reassurance. RCPL’s Executive Director Ketan Mody noted that in making Campa a successful business, as well as Mr Bachchan, a symbol of quality being around the corner—healing millions of people both live and breathed excellence—and hence their partnership is just one powerful message strengthening consumer security. Bachchan himself said he is glad to have joined Campa Sure, appreciating this brand goal of providing clean water for everyone in India to drink. In a fierce packaged water market where price competition, brand recall, and distribution penetration play large roles, Reliance expects this partnership to speed up brand recall and acceptance.
Place Within Market
With longstanding players like Bisleri, Kinley (Coca-Cola) and Aquafina (PepsiCo), the packaged drinking water category in India is one of the most competitive categories in the marketplace. The lowering of the GST on bottled water has raised price sensitivity in the market and forced companies to change pricing strategies to sustain volume and market share. Reliance’s aggressive pricing strategy—which means offering Campa Sure at rates considerably lower than competitors —alongside its powerful distribution network, brand ambassador support, and fresh beverage portfolio, seeks to challenge the established leaders and extend Reliance’s footprint within the consumer goods industry.
Reliance Consumer Products Limited (RCPL) About The Reliance
Consumer Products Limited
RCPL serves consumers by blending global best practices with local insights in a highly accessible and affordable product offering for you. It's committed to continuing to innovate and enlarge its distribution of FMCG to cater to changing needs and lifestyles of Indian consumers. With the support and trust of Reliance's formidable institutional and heritage, RCPL are revolutionising the consumer goods sector in India through quality, trust based and value led products resulting in good community engagement and the expansion of the nation itself.
In conclusion, Reliance Industries Limited, its packaged drinking water arm, RCPL, is committed to aggressively diversifying into packaged drinking water market with Campa Sure, build trust and visibility through the iconic Amitabh Bachchan and develop competitively priced products for large range of rural and urban consumers in conjunction with reliable retail infrastructure and strong quality-affordable proposition. This will help break down existing brands and democratize access to safe drinking water throughout India.
