Amitabh Bachchan becomes the brand ambassador of Reliance’s ‘Campa Sure’
Mukesh Ambani’s company Reliance Consumer Products Limited (RCPL) has made another big blast to strengthen its hold in the FMCG sector. Reliance has chosen megastar Amitabh Bachchan as its brand ambassador to promote its packaged water brand ‘Campa Sure’. After entering the Cola drinks market, the company has adopted the same old formula ‘cheaper and better’ in the water business also. Campa Sure has been launched at a much lower price than the already existing leading brands in the market like Bisleri, ‘Kinley’ and PepsiCo’s ‘Aquafina’.
Campa Sure price will remain low
According to reports, Reliance has kept the price of Campa Sure about 20 to 30 percent less than these rival brands. The aim of the company is clear to take advantage of the popularity of Amitabh Bachchan to take this brand to every home. When such a big face is associated with a product, customers’ trust in it automatically increases. Reliance wants to capitalize on this trust and increase its share in the water market.
Reliance’s hat-trick, big stars one after the other
This is not the first time that Reliance has taken the help of cinema stalwarts to expand its FMCG business. This is the third big ‘endorsement deal’ of the company in the last few months. In April last year, the company had roped in South Indian superstar Ram Charan as the face of its ‘Campa’ cola brand during the IPL season.
Not only this, Reliance Consumer has also used the confluence of sports and cinema very well. About two months ago, the company had also entered into a big partnership with the motorsport team of Tamil actor and racer Ajit Kumar.
Ambani is taking advantage of GST
A major reason behind this boom in water business is the change in tax. In September last year, the government had given major relief in Goods and Services Tax (GST) on some categories of packaged water. The tax on mineral water was directly reduced from 18 percent to 5 percent.
After this decision, all the companies in this sector had reduced their prices, due to which the competition in the market had become tough. Now, the gamble that Reliance has played with Amitabh Bachchan in this era of reduced prices can become a challenge for old companies like Bisleri and Pepsi to maintain their dominance.
Big B is the first choice of every brand
Even after crossing the age of 80, Amitabh Bachchan’s influence remains intact in the world of advertising. Even today they are another name of trust for brands. Be it morning breakfast or bank services, Big B is present everywhere. He is already the face of Bikaji Namkeen and his ‘Amit ji loves Bikaji’ campaign has been quite popular. Apart from this, be it Flipkart’s Big Billion Days Sale, India Gate Basmati Rice, Dabur Red Toothpaste, Muthoot Finance or IDFC First Bank, every big company has been trusting them to convey their message to the people.
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