PUMA India Launches #RCBEverywhere Campaign to Celebrate RCB Fandom Beyond Matchdays

As cricket fever heats up with Royal Challengers Bengaluru defending their title, PUMA India has unveiled the #RCBEverywhere campaign, celebrating how fans engage with the team’s jersey well beyond matchdays. The campaign, fronted by Virat Kohli, Rajat Patidar, and Krunal Pandya, encourages fans to wear the 2026 PUMA x RCB matchday jersey in their daily lives turning it into a visible expression of their unwavering support.

The campaign kicks off with a digital video featuring the RCB squad, where players invite fans to incorporate the jersey into everyday routines and milestone moments, solidifying its status as more than just a game-day piece. This idea is further amplified by the viral Kumbh Mela fan who gained attention last season for wearing the RCB jersey at the world’s largest religious gathering making his way into the campaign, anchoring it in authentic fan behavior.

Since its launch, the RCB jersey has naturally transitioned across various settings from cultural gatherings to personal milestones, becoming a symbol of identity for RCB supporters. With #RCBEverywhere, PUMA India is formalizing this tradition, creating a multi-platform campaign with digital content, fan participation, and rewards, encouraging fans to share their moments with the jersey.

Virat Kohli in the video says, “Guys, you’ve really made this a thing. And we love it. So, this season, don’t leave this jersey behind.” Rajat Patidar adds, “Take it everywhere. We’re not joking. Everywhere.” Krunal Pandya further elaborates, “Your office. Your vacation. Your brother’s wedding. Your next job interview.”

Shreya Sachdev, Head of Marketing at PUMA India, shared, “The PUMA x RCB partnership has always been about putting the fan at the center. Whether it’s through the ‘Fan on a Billboard’ experience or #RCBEverywhere, we aim to bring fans closer to the game. The jersey has become a symbol of pride and belonging, and this year’s launch has already seen a 300% surge in sales.”

#RCBEverywhere builds on PUMA India’s fan-first approach, which includes tech-driven activations and large-scale fan engagement initiatives like the Guinness World Record attempt. This year, the campaign will expand across digital platforms, fan participation, and on-ground activations.

To further deepen engagement, PUMA India is scaling its RCB Instagram Broadcast channel, giving fans exclusive behind-the-scenes content like campaign shoots, locker-room moments, polls, and early access to merchandise.

At the heart of this initiative lies RCB’s growing cultural and commercial strength. With a brand value of USD 269 million, the highest in the IPL, and over 22 million Instagram followers, RCB continues to set the pace for fan-led conversations. PUMA India is harnessing this scale to elevate the jersey beyond matchdays, creating a platform for participation, visibility, and community.

As the sports apparel market in India continues to grow, especially in Bengaluru and Southern India, PUMA India is not only amplifying the RCB fan experience but also redefining the connection between sport, culture, and fandom.