Bengaluru: PUMA India has unveiled its latest campaign, #RCBEverywhere, bringing together Virat Kohli along with Rajat Patidar and Krunal Pandya to amplify fan engagement for Royal Challengers Bengaluru ahead of the IPL 2026 season.
The campaign positions the RCB jersey as more than matchday apparel, encouraging fans to integrate it into their everyday lives. Anchored in real fan behaviour, the initiative draws inspiration from a viral moment featuring a Kumbh Mela attendee wearing the RCB jersey, transforming it into a broader fan-led movement.
The campaign launches with a digital video featuring RCB players urging fans to wear the jersey across diverse settings—from daily routines to significant life events—making it a visible symbol of fandom beyond the stadium.
Speaking in the reel, RCB star batter Virat Kohli says , “Guys, you’ve really made this a thing. And we love it. So, this season, don’t leave this jersey behind.” Skipper Rajat Patidar adds , “Take it everywhere. We’re not joking. Everywhere.” All-rounder Spinner Krunal Pandya further explains , “Your office. Your vacation. Your brother’s wedding. Your next job interview.”
The #RCBEverywhere campaign extends across digital platforms, fan participation initiatives, and on-ground activations, inviting supporters to share their personal moments with the jersey and reinforcing its role as a marker of identity and belonging.
Shreya Sachdev, Head of Marketing, 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 ongoing fan-first approach, which has previously included initiatives such as the ‘Fan on a Billboard’ activation and large-scale participation-driven campaigns, including attempts at record-setting fan engagement.
As part of the broader push, PUMA India is also expanding its RCB Instagram Broadcast channel, offering fans behind-the-scenes access to campaign shoots, locker-room moments, interactive content, and early access to merchandise drops.
At the core of the campaign is RCB’s growing cultural and commercial influence. With a brand value of USD 269 million and over 22 million Instagram followers, the franchise continues to lead fan engagement metrics, accounting for a 16.2% share in 2025.
PUMA India is leveraging this scale to transform the jersey into a platform for participation, visibility, and community-building. The strategy is already yielding results, with the brand’s authentic jersey share rising significantly year-on-year, reflecting the increasing role of fandom in driving sports merchandise adoption in India’s rapidly expanding sportswear market.
With #RCBEverywhere, PUMA India aims to deepen the connection between sport, culture, and community, reinforcing its positioning at the intersection of performance and fan-driven storytelling.
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