As cricket fever builds and Royal Challengers Bengaluru step into their title defence, sports brand and RCB sponsor PUMA India has unveiled RCBEverywhere, a fan-led movement launched by RCB stars Virat Kohli, Rajat Patidar and Krunal Pandya. The initiative encourages fans to take the team's jersey beyond stadiums and into everyday life.
The campaign was introduced through a social media reel featuring Kohli and the RCB squad, where players directly urged fans to carry the jersey everywhere - from daily routines to milestone moments - turning it into a visible expression of fandom beyond matchdays.
Adding to the narrative, the campaign features the viral Kumbh Mela fan, whose decision to wear an RCB jersey at one of the world's largest gatherings
became a memorable cultural moment last season. His story now anchors the broader idea behind #RCBEverywhere - celebrating how fans organically carry the jersey into unexpected, real-world settings.
Over the years, RCB jerseys have appeared in diverse environments - from cultural gatherings like the Kumbh Mela to travel moments, celebrations and everyday routines - transforming personal occasions into expressions of support. More than just matchday apparel, the jersey has come to represent a shared identity among fans. With #RCBEverywhere, PUMA India is encouraging supporters to take that culture further by wearing the jersey in daily life, sharing their moments online, and unlocking rewards such as match tickets and signed merchandise.
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 Krunal Pandya continues, "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. From our fan-on-a-billboard activation last year to the #RCBEverywhere movement this season, we have consistently looked to bring fans closer to the game. For a fan, the jersey is more than a garment - it represents emotion, shared pride and belonging through sport. This year's authentic jersey has already set new benchmarks, with sales surging 300% compared to last year and ranking as PUMA's top-selling apparel globally within the first week of launch. With #RCBEverywhere, we want to celebrate how fans make this jersey their own wherever they go. "
The campaign builds on PUMA India's fan-first approach. Previous initiatives, including the tech-led 'Fan on a Billboard' activation, focused on strengthening fan engagement through interactive experiences. The #RCBEverywhere movement will continue to roll out across digital platforms, fan-driven initiatives and on-ground activations in the coming weeks.
The launch also reflects RCB's strong commercial presence. The franchise is currently valued at USD 269 million and has over 22 million Instagram followers, accounting for a 16.2% share of engagement in 2025. Meanwhile, PUMA India's authentic RCB jersey line has seen significant growth, with its market share rising from 14% to 45% year-on-year amid the expanding sports apparel market in India.
As RCB begin their next chapter, PUMA India aims to further evolve how fans engage with the team - creating new ways for supporters to participate, express themselves, and stay connected both on and off the field.
