PUMA India has launched the #RCBEverywhere campaign in collaboration with Royal Challengers Bengaluru (RCB), bringing together Virat Kohli and RCB players alongside a viral Kumbh Mela fan to position the team jersey as a cultural symbol worn beyond matchdays.
The campaign is built around a fan-led narrative that encourages supporters to wear the 2026 PUMA x RCB matchday jersey across daily life, extending its presence from stadium environments into personal, professional and social settings. Fronted by Virat Kohli, Rajat Patidar and Krunal Pandya, the initiative reflects how fan behaviour has already evolved organically, with jerseys appearing in diverse cultural contexts.
The campaign launches with a digital film featuring the RCB squad, where players encourage fans to make the jersey a constant part of everyday life. It aims to position the jersey as a visible expression of fandom, reinforcing its role beyond sporting occasions into broader lifestyle usage.
A key feature of the campaign is the inclusion of the viral Kumbh Mela fan, who gained widespread attention last season for wearing the RCB jersey at one of the world’s largest cultural gatherings. His participation anchors the campaign in real fan behaviour and extends it into a broader, structured movement under the #RCBEverywhere platform.
Virat Kohli says in the campaign film, “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 states, “Your office. Your vacation. Your brother’s wedding. Your next job interview.”
Shreya Sachdev, head of marketing at PUMA India, said, “The PUMA x RCB partnership has always been about putting the fan at the centre of the experience. Be it our fan on a billboard activation last year, or the #RCBEverywhere movement this year, we have consistently looked to bring fans closer to the game. For a fan, the jersey is more than a garment. It is a symbol of emotion, shared pride and belonging through sport. This year’s authentic jersey has already set new benchmarks, with sales surging 300% over last year and it ranking as PUMA’s top-selling apparel globally within the first week of its launch. With #RCBEverywhere, we want to celebrate how fans make this jersey their own, wherever they go.”
The campaign builds on PUMA India’s broader fan engagement strategy, which has previously included initiatives such as the ‘Fan on a Billboard’ activation and large-scale participation-led activations that contributed to a Guinness World Record. The #RCBEverywhere platform will continue to expand through digital content, fan participation initiatives and on-ground activations designed for social sharing.
Alongside the campaign, PUMA India is also scaling its RCB Instagram Broadcast channel to provide behind-the-scenes access to campaign shoots, styling sessions, locker-room moments, interactive polls and early merchandise drops. The initiative is designed to deepen direct engagement between the brand, athletes and fans through continuous content-led interaction.
RCB’s cultural and commercial strength remains a key driver for the campaign, with the franchise reporting a brand value of USD 269 million and over 22 million followers on Instagram, along with a 16.2% share of engagement in 2025. The team continues to play a central role in shaping fan-led conversations within the league ecosystem.
PUMA India is leveraging this scale to extend the jersey beyond matchday utility into a participation-led cultural object. The authentic jersey has grown its share from 14% to 45% year-on-year in 2025, reflecting increasing adoption driven by fandom and lifestyle integration. This momentum aligns with the broader India sports apparel market, valued at USD 696.45 million in 2025, with Bengaluru and Southern India emerging as key growth regions.
Through #RCBEverywhere and its ongoing fan engagement ecosystem, PUMA India continues to position the jersey as a bridge between sport and everyday culture, reinforcing its strategy of integrating sport, identity and community-led storytelling across platforms.
