Royal Challengers Bengaluru launch new initiative with Talented India to teach Kannada
Royal Challengers Bengaluru (RCB) is amongst the most followed sports franchises in the world. With a fan base of millions, both in its home city of Bengaluru and all over the world, it has launched a groundbreaking cultural campaign that finds a unique way to unite the team’s multilingual loyalists. In a playful, one-of-a-kind initiative, RCB is inviting fans to literally taste the sweetness of Kannada, the local language of Bengaluru & Karnataka, through specially crafted, edible jilebis shaped like essential Kannada.
With this campaign, RCB & the creative agency Talented hopes to show that Bengaluru can be the most inclusive city in more ways than one. What might seem like a nuanced subject has been handled with utmost respect, ease and sass. Because sometimes, design can do good. Sport can do good. And yes, jilebis can do good too.
“What makes RCB truly special is the unwavering support of our fans – no matter where they come from or what language they speak,” says Rajesh Menon, COO of Royal Challengers Bengaluru. “This campaign is our tribute to Bengaluru, a city that has embraced people from across the country with open arms. By creating jilebis inspired by the elegance of the Kannada script, we’re inviting everyone to savour the rich culture of our home city – quite literally. It’s a bold and heartfelt gesture to surprise our fans and deepen their connection with the team.”
These limited-edition Kannada jilebis will be available exclusively at the RCB Bar & Café in Bengaluru from April 8 to 11. Fans can scan the jilebi pack to unlock a series of beginner-friendly Kannada lessons on RCB’s YouTube channel, making this the tastiest language class in town. RCB is also sponsoring 1000 free Kannada learning sessions that fans can take or gift their non-native Bengalurean friends – a sweet gesture to help the city’s diverse fan base connect more deeply with its cultural roots. It’s where migrants and locals unite, courtesy RCB.
