Royal Challengers Bengaluru (RCB), the defending champions of the Indian Premier League (IPL), along with the sportswear giant, PUMA India, have launched #RCBEverywhere, a fan-led campaign based on how fans already interact with the team’s jersey outside of match days.
The initiative, led by Virat Kohli, Rajat Patidar, and Krunal Pandya, invites fans to wear the 2026 PUMA x RCB matchday shirt on a daily basis. The campaign begins with a digital film starring the RCB squad, in which players encourage supporters to wear the jersey in various contexts, from everyday routines to milestone occasions, framing it as a visible statement of fandom outside of the stadium.
Extending on this concept, the campaign features the viral Kumbh Mela fan, whose presence in an RCB shirt during one of the world’s largest gatherings became a widely shared cultural event last season. His presence grounds the campaign in genuine fan conduct, which has now been grown into a larger movement.
Over time, the RCB jersey has naturally spread across contexts, from huge cultural gatherings to personal milestones and daily routines, becoming a symbol of identification for supporters. With #RCBEverywhere, PUMA India formalises this legacy with a multi-platform campaign that includes digital content, fan involvement, and incentives, inviting fans to share their own memories with the shirt.
Speaking in the reel, RCB star batter Virat Kohli said, “Guys, you’ve really made this a thing. And we love it. So, this season, don’t leave this jersey behind.”
Skipper Rajat Patidar added, “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.”
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.”
#RCBEverywhere continues PUMA India’s long-standing fan-first philosophy. The primary goal has been on expanding fan connection, from putting fans shoulder-to-shoulder with players in the tech-led ‘Fan on a Billboard’ experience last season to large-scale participation-led activations to set a Guiness World Record. In the next weeks, the #RCBEverywhere campaign will expand across digital platforms, with new fan involvement initiatives and Instagram-worthy on-the-ground activations.
Keeping up with this momentum, PUMA India is expanding its recently launched RCB Instagram Broadcast channel, which provides fans with exclusive access to behind-the-scenes campaign shoots, styling sessions, candid locker-room moments, interactive polls, and early access to merchandise and special content drops. With this, PUMA maintains its position at the forefront of sport and culture, fostering deeper, more direct relationships between athletes and spectators.
