Royal Challenge highlights bold self-belief in ‘Main Nahi Toh Kaun Be’

Royal Challenge Packaged Drinking Water has introduced its new campaign, ‘Main Nahi Toh Kaun Be’ (If not me, then who?), which places self-belief and authenticity at the forefront of its ‘choose bold’ brand philosophy. The campaign reflects a shift among young audiences who are defining ambition on their own terms and moving away from inherited expectations. It is anchored by an original anthem by Srushti Tawade and features Smriti Mandhana, Rannvijay Singha, Naman ‘Mortal’ Mathur and Tawade.

Representing sport, entertainment, music and e-sports, the campaign profiles a generation willing to take risks and shape its own trajectory. The film opens with a montage of each talent in their respective spaces: Mandhana on the cricket field, Singha in performance settings, Mortal immersed in gameplay strategy and Tawade delivering verses that underline self-expression. Their journeys are shown through moments of persistence and drive, connected by the theme of inner conviction.

Mandhana said that going bold is about stepping up and trusting one’s instincts, noting that cricket emphasises the role of self-belief. Singha described boldness as standing one’s ground and leading by example, adding that the campaign reflects this approach. Varun Koorichh, vice president and portfolio head – marketing at Diageo India, stated that the campaign represents the evolution of the ‘choose bold’ platform and aligns with the confidence shaping contemporary India. He highlighted its relevance across high-pressure environments, from cricket to e-sports.

Mortal noted that gaming tests mindset as much as skill, and that the campaign’s message serves as a reminder to rely on preparation and resilience. Tawade added that boldness has shaped her creative path, while Ashish Khazanchi, cco at Enormous, said the work aims to expand the interpretation of ‘choose bold’ by spotlighting cultural figures who exemplify self-belief. Director Shashanka Chaturvedi said the anthem created by Dub Sharma, Tawade and D’Evil set the creative tone for the film.

The campaign positions Royal Challenge Packaged Drinking Water as a supporter of young Indians who take initiative, accept challenges and act with purpose.