Reliance Consumer Products Limited has selected Amitabh Bachchan to serve as the brand ambassador for its packaged drinking water brand, Campa Sure. The partnership is believed to for a year, is intended to enhance the brand's visibility in both urban and rural markets.

Reliance is counting on Bachchan's credibility, widespread popularity, and longstanding rapport with Indian consumers to establish Campa Sure as a dependable choice for daily consumption.

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RCPL, the FMCG division of Reliance Industries, will be embarking on its third brand endorsement agreement in the coming months.

In April, Campa enlisted the well-known actor Ram Charan for a promotional campaign that was launched during the IPL T20 season.

Additionally, just two months ago, RCPL formed a collaborative alliance with Ajith Kumar's motorsport team. Packaged water is one of the categories that saw a reduction in Goods & Services Tax (GST) in New Delhi in September. Taxes on natural or artificial mineral waters were lowered from 18 percent to five percent, prompting all companies in the market to decrease their prices.

Campa Sure is venturing into a fiercely competitive market for packaged water, in which pricing and brand recognition are crucial factors. With the recent decrease in GST for bottled water from 18 percent to five percent, there is heightened sensitivity to price within the category.

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In response, companies have made adjustments to their pricing strategies, with Reliance opting to position Campa Sure at a price point approximately 20 to 30 percent lower than several key competitors, including Bisleri, Kinley from Coca Cola, and Aquafina from PepsiCo.

The selection of Bachchan is a strategic move by Reliance Consumer Products Limited to enhance the presence and market awareness of its expanding fast moving consumer goods range. The company has been progressively increasing its distribution network and leveraging popular personalities to accelerate the adoption of new product launches by consumers.

The rejuvenation of Campa is a key component of this strategy, with its reach now extended to include the water category with Campa Sure.

 

Reliance is strategically positioned to rival prominent bottled water brands through its robust distribution network, competitive pricing, and association with a highly respected celebrity figure.

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The success of Campa Sure in achieving brand recognition and securing prominent shelf space has the potential to expand Reliance's reach in various consumer sectors and heighten competition in the packaged water industry.