PUMA India launches “RCBEverywhere” campaign with Virat Kohli and RCB stars

PUMA India has launched the #RCBEverywhere campaign with RCB stars Virat Kohli, Rajat Patidar and Krunal Pandya, urging fans to wear the team jersey beyond stadiums. The initiative celebrates fan culture and strengthens brand engagement through everyday visibility.

Hyderabad: As cricket fever builds and Royal Challengers Bengaluru steps into its title defence, sports brand and RCB sponsor PUMA India has unveiled #RCBEverywhere, a fan-led movement launched by RCB stars Virat Kohli alongside Rajat Patidar and Krunal Pandya, encouraging fans to take the team’s jersey beyond stadiums and into everyday life.

The campaign was kicked off through a social media post featuring Kohli and the RCB squad, where players directly call on fans to take the jersey everywhere—from everyday routines to milestone moments—turning it into a visible expression of fandom beyond matchdays.

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Building on this, the campaign also brings in the viral Kumbh Mela fan, whose act of wearing the RCB jersey at one of the world’s largest gatherings became a defining cultural moment last season. His story now anchors the larger idea behind #RCBEverywhere—celebrating how fans organically carry the jersey into unexpected, real-world settings.

With #RCBEverywhere, PUMA India is now encouraging supporters to take this tradition even further—by wearing the jersey in everyday moments, sharing it online, and unlocking rewards such as matchday tickets and signed merchandise.

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.” RCB’s spinning all-rounder 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 its 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,” he said.

The move comes as RCB continues to lead in fan engagement and brand value, with the franchise valued at USD 269 million and boasting over 22 million Instagram followers, accounting for a 16.2 per cent share of engagement in 2025. PUMA India’s authentic RCB jersey range has also grown significantly, with its share rising from 14 per cent to 45 per cent year-on-year, amid steady growth in India’s sports apparel market.