The sportswear giant, Puma India is elevating fan engagement for Royal Challengers Bengaluru (RCB) supporters with a groundbreaking ‘Fan on a Billboard’ experience.
Perfectly timed for RCB’s home match on April 18, the brand is providing fans with a one-of-a-kind happiness moment in which they can virtually pose with the team’s biggest stars—Captain Rajat Patidar, Virat Kohli, Krunal Pandya, Liam Livingstone, Bhuvneshwar Kumar, and Phil Salt—and be featured live on a high-impact digital billboard in the heart of Bengaluru.
The activation began with a social media callout on PUMA India’s Instagram page in partnership with RCB, starring a video of the players rallying fans to show up in their official PUMA x RCB jerseys and visit one of the two PUMA stores in Bengaluru—located on 100 Feet Road, Indiranagar and Brigade Road. These stores have customised picture booths where fans can take photos and films with their favourite RCB players, making their jersey purchase an unforgettable experience.
With over 18 million followers, RCB became India’s largest cricket franchise on Instagram, thanks to unrivalled fan enthusiasm that generated more than a billion searches and 12 million social discussions in 2024 alone. To capitalise on this remarkable fandom, PUMA is transforming dedicated fans into stars by providing them with a spotlight moment with their heroes. The brand continues to push the frontiers of fan-first experiences, transforming everyday match-day rituals, like as donning the official jersey, into larger-than-life memories.
Shreya Sachdev, Director-Marketing at PUMA India, said, “At PUMA, we’ve always kept the consumer at the center of everything we do, especially when it comes to sport. RCB fans are some of the most passionate out there, and this experience is our way of putting them right where they belong—next to their heroes. In a world where tech often takes people further apart, we’re using it to do the opposite bringing fans closer to the game and the players they love.”
The campaign is timed to coincide with the continued growth of India’s Out-of-Home (OOH) advertising business. According to the Pitch Madison Advertising Report 2025, OOH advertising revenue increased from INR 4,140 crore in 2023 to INR 4,650 crore in 2024, and is projected to grow by 12% in 2025. Unlike traditional OOH activations with static visuals, PUMA’s fan-first strategy employs innovative technology to create a personal, experiential experience, allowing RCB’s devoted fans to celebrate their commitment like never before.