Amitabh Bachchan fronts RCPL’s new Campa Sure TVC

RCPL has announced the launch of a new television commercial (TVC) for its flagship packaged drinking water brand, Campa Sure, featuring actor Amitabh Bachchan. Anchored in the theme of trust and safety, the campaign carries the evocative slogan “Shukar Hai, Sure Hai”, reinforcing RCPL’s promise of delivering ‘global quality at affordable prices’.

Conceptualised by acclaimed poet and screenwriter Prasoon Joshi, the campaign addresses a key consumer concern—uncertainty around the quality of packaged drinking water. It emphasises that drinking water should never involve compromise or doubt, positioning Campa Sure as a dependable, transparent, and confidence-inspiring brand for Indian consumers.

RCPL’s broader philosophy underpins the campaign: access to clean and affordable drinking water is a fundamental right. Campa Sure is introduced as a solution that delivers safe drinking water at unprecedented price points, helping democratize access across socio-economic segments. The presence of Amitabh Bachchan—widely regarded as a symbol of trust and integrity—strengthens the message of assurance and credibility, particularly at a time when the packaged water category is cluttered with unreliable and counterfeit brands.

At its core, the campaign highlights purity and safety in every drop. Campa Sure water undergoes a rigorous multi-step purification process and is produced in fully automated facilities, ensuring consistent hygiene and quality. With a comprehensive SKU range from 250 ml to 20 litres, competitive pricing, and wide availability, Campa Sure aims to establish itself as a trusted, everyday hydration choice for all consumption occasions across India.