Reliance Consumer Products Limited is pushing price to the forefront in the latest campaign for its packaged drinking water brand, Campa Sure, with Amitabh Bachchan delivering the message quite literally mid-air.
The new television commercial marks the brand’s first major advertising burst since Bachchan was appointed ambassador in January 2026 on a one-year contract. Set on a bustling Indian street, the film opens in familiar chaos as vendors crowd around the actor, each shouting out different prices for bottled water while the figures keep escalating. Calm arrives only when a Campa Sure bottle drops neatly into his hand.
Bachchan’s moment of relief is followed by a crisp reveal: a one-litre bottle for ₹15.
The idea is straightforward and unmistakable. Campa Sure wants consumers to remember one thing above all else what it costs.
Rather than leaning on grand narratives about purity, sourcing or lifestyle, the ad plays off a daily irritation for many Indians: inconsistent pricing in crowded public spaces. Campa Sure positions itself as the solution, using humour and exaggeration to underline a strategy built around being 20–30% cheaper than most established rivals.
The brand was launched on September 28, 2025, initially across northern India, just days after GST on packaged drinking water was cut to 5%. The timing gave manufacturers room to reset prices, and Reliance quickly followed up with a nationwide rollout in October, partnering regional bottlers for production and distribution.
Until now, the company has taken a relatively muted approach to advertising compared to category leaders, relying instead on aggressive pricing and a rapidly expanding distribution network. Bachchan’s signing earlier this year hinted at a change in tack suggesting that once availability was in place, salience would follow.
Casting the 82-year-old icon is itself strategic. Few endorsers in India cut across generations and geographies as effortlessly. In this campaign, however, Bachchan is portrayed not as a towering celebrity but as an everyday consumer dealing with small frustrations. His restrained performance leaves the ₹15 price point to do most of the talking.
Campa Sure is entering a fiercely competitive market. Category leader Bisleri typically sells a one-litre bottle for ₹20–22, a range echoed by Coca-Cola’s Kinley and PepsiCo’s Aquafina. Tata Consumer Products’ Tata Copper+ and IRCTC’s Rail Neer also target the mass segment, with Rail Neer priced slightly lower at ₹14 though largely limited to railway premises. Reliance’s other water brand, Independence, sells a 1.5-litre bottle for ₹20.
By fixing Campa Sure at ₹15, Reliance is doing more than undercutting rivals it is nudging the entire category into a conversation about margins, scale and what consumers are truly willing to pay for packaged water. The new campaign makes that challenge clear, without ever calling out competitors by name.