PUMA India has launched a new campaign, #RCBEverywhere, in collaboration with Royal Challengers Bengaluru, encouraging fans to take their team jersey beyond stadiums and into everyday life.
Link: https://www.instagram.com/p/DXLkP9sj4Hq/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==
Featuring players like Virat Kohli, Rajat Patidar, and Krunal Pandya, the campaign is rooted in an existing fan behaviour-wearing jerseys as a symbol of identity, not just on matchdays but across daily moments. The film urges fans to embrace the jersey in all settings, from offices to holidays and even social occasions.
Adding cultural relevance, the campaign references the viral Kumbh Mela moment, where a fan in an RCB jersey gained widespread attention, reinforcing how fandom naturally extends into real-world contexts.
The initiative builds on PUMA India’s fan-first approach, focusing on participation and deeper engagement. The brand has previously explored activations like ‘Fan on a Billboard’ and large-scale fan-driven experiences, and now continues that momentum with digital-first storytelling and on-ground extensions.
The campaign also coincides with strong commercial traction for the RCB jersey, which has seen a significant surge in demand, emerging as one of PUMA’s top-performing apparel lines globally shortly after launch.
With #RCBEverywhere, PUMA India shifts the jersey from merchandise to a cultural marker-highlighting how sports fandom today is less about occasions and more about everyday expression and belonging.
