Boost Partners with Chennai Esports Global Championship to Empower Gamers

Sandisk has launched its officially licensed FIFA World Cup 2026 product collection, introducing a range of storage devices inspired by the upcoming football tournament.

The collection includes officially licensed products designed for fans, creators, and professionals to capture, store, and manage digital content linked to the tournament. The range features design elements inspired by host nations and football themes, with each product carrying official FIFA World Cup 2026 licensing marks.

The newly introduced lineup includes the whistle-inspired SANDISK USB-C Flash Drive FIFA World Cup 2026 Edition and the SANDISK Portable SSD FIFA World Cup 2026 Edition. According to the company, the products combine storage functionality with commemorative tournament-inspired designs.

Janet Allgaier, Senior Vice President, Consumer Products at Sandisk said, “The FIFA World Cup 2026 is expected to be one of the most captured, recorded, and shared sporting event in human history. Sandisk is proud to play a part in ensuring no moment is missed. With our officially licensed products, we’re equipping the world’s most passionate fans and creators with the tools to preserve their own piece of football history.”

The company said the USB-C flash drive is designed to support quick file transfers and portable content management, while the portable SSD offers up to 1TB of storage capacity aimed at fast backups and file transfers. The products have also been designed for portability and durability for users travelling or creating content around sporting events.

The SANDISK Official Licensed Product Collection for the FIFA World Cup 2026 is available globally through select retailers for pre-order or notification of availability.

In India, the SANDISK USB-C Flash Drive FIFA World Cup 2026 Edition is priced at Rs 3,769 for the 64GB variant and Rs 5,499 for the 128GB model. The SANDISK Portable SSD FIFA World Cup 2026 Edition with 1TB storage is priced at Rs 24,779. The SANDISK USB-C Flash Drive FIFA World Cup 2026 Gold Edition is available in a 128GB variant priced at Rs 6,629. The products are available through Amazon India.

Defending T20 Mumbai League champions Mumbai South Central (MSC) Maratha Royals have unveiled their official jersey for the upcoming season, marking the start of their title defence with a refreshed team identity and campaign.

The jersey launch took place at a special event in Mumbai attended by team owners Kapil Baheti, Alisha Baheti, Mayank Khandwala, and Raj Khandwala, along with MSC Maratha Royals CEO Parag More, captain Siddhesh Lad, and head coach Amit Dani.

Designed around the theme ‘The Royal Roar’, the new jersey combines regional symbolism with contemporary sports styling. The design incorporates metallic gold claw marks to represent aggressive gameplay, tiger-stripe textures woven into the fabric, and a phantom tiger graphic as a layered visual element.

The jersey also features a heritage orange upper section representing energy and Maharashtra’s identity, paired with midnight navy sleeves and lower panels reflecting resilience and composure. Gold detailing has been added to reinforce the championship theme.

Alongside the jersey launch, the team introduced its new season campaign built around the tagline ‘Bhag Bhag Bhag, Aya Sher’. Inspired by Mumbai’s street culture, music, and entertainment influences, the campaign highlights the team’s competitive approach while positioning the tiger as a symbol of strength and dominance.

Kapil Baheti & Alisha Baheti, Owners, MSC Maratha Royals said, “As defending champions, we wanted this jersey and campaign to stand for more than just cricket. It reflects the fearless attitude of our team and the spirit of Mumbai. This is not just a design refresh, but a clear statement of intent to play bold, fearless cricket this season. ‘The Royal Roar’ is designed to connect strongly with our fans and capture the energy we bring to the field.”

Mayank Khandwala & Raj Khandwala, Owners, MSC Maratha Royals, added, “Defending a title brings a different level of challenge, and that’s what drives us. What we’ve built at MSC Maratha Royals goes beyond winning; it's a strong culture and identity rooted in Mumbai. With ‘The Royal Roar’, we’re promising our fans a team that returns more focused, more determined, and ready to prove that last season was just the beginning.”

The team will once again be led by captain Siddhesh Lad and head coach Amit Dani. The squad for the season includes Chinmay Sutar, Rohan Raje, Tushar Deshpande, Maxwell Swaminathan, Arjun Dani, Ayaz Khan, Sahil Jadhav, Sachin Yadav, Pratik Shukla, Shreyanssh Rai, Swaraj Parulkar, Om Bangar, Irfan Umair, Atharva Bhosale, Aryan Patni, Yash Gadia, Shreyas Gurav, Jitendra Paliwal, and Aditya Dhumal.

The Big Cricket League (BCL) has renewed its partnership with EaseMyTrip, with the online travel-tech platform returning as title sponsor for Season 2 following its association during the inaugural edition.

BCL Season 2 will be held from June 3 to June 13, 2026, at the Shaheed Vijay Singh Pathik Sports Complex in Greater Noida. The tournament will feature six teams, 18 T20 matches, and participation from more than 36 international cricket players.

The upcoming season is set to include cricket personalities such as Shikhar Dhawan, Harbhajan Singh, Chris Gayle, Ross Taylor, Thisara Perera, and Tillakaratne Dilshan. Alongside international players, the league will also feature 18 former First-Class and IPL cricketers and 60 amateur players from across India.

Dilip Vengsarkar, League Commissioner, Big Cricket League said, “We are delighted to welcome EaseMyTrip back as the Title Sponsor for Season 2 of the Big Cricket League. Their continued association reflects the trust and momentum the league has built since its inaugural edition. At BCL, we are committed to creating a world-class cricketing platform that not only delivers high-quality entertainment but also gives aspiring cricketers to not only showcase their talent but a rare opportunity to share the field with some of the biggest icons of the game.”

Nishant Pitti, Founder & Chairman, EaseMyTrip added, “Our journey with the Big Cricket League in Season 1 was both exciting and deeply rewarding. BCL has introduced a refreshing format that blends legendary cricketing names with inspiring grassroots talent, creating stories that truly resonate with fans across the country. Cricket and travel have always shared a strong connection, with fans travelling cities to experience the energy of the game firsthand. As a travel-first brand, we are delighted to continue our association as Title Sponsor and look forward to being part of an even bigger and more exciting Season 2.”

Puneet Singh, Chief Patron, Big Cricket League commented, “Season 2 of the Big Cricket League is set to be bigger in every aspect - from the level of competition and fan experience to broadcast reach and international engagement. With marquee legends, talented amateur cricketers, strong broadcast partners like Eurosport and FanCode, and trusted brands like EaseMyTrip continuing their journey with us, we are building a cricketing property that fans genuinely connect with. This season is not just about cricket - it is about dreams, opportunity, and unforgettable moments.”

The renewed sponsorship comes as BCL looks to strengthen its position as a cricket platform combining former international stars with emerging amateur talent while expanding its audience reach through broadcast and brand partnerships.

S8UL Esports has announced a partnership with Campa Energy by Reliance Consumer Products for its Esports World Cup (EWC) 2026 campaign.  

As part of the collaboration, Campa Energy will serve as the title sponsor for S8UL’s campaign leading up to the Esports World Cup 2026. The partnership comes as the esports organisation expands its participation across multiple international gaming titles this season.

S8UL, which is part of the Esports Foundation’s Club Partner Program for the second consecutive year, is competing across 13 esports titles during the current season. The organisation has already secured qualification spots in Fortnite, Honor of Kings, and Chess, while continuing to compete in several other gaming categories.

Under the agreement, Campa Energy branding will feature across S8UL’s team jerseys, digital content initiatives, fan engagement activities, and on-ground events during the campaign period.

Animesh Agarwal, Co-founder and CEO, S8UL Esports said, “The conversation around Indian esports has changed significantly over the last few years. Today, it is no longer just about potential; it is about building globally competitive teams, creating sustainable fan ecosystems, and earning the confidence of major brands. Our partnership with Campa Energy represents that larger shift. As S8UL prepares for the Esports World Cup 2026 across multiple titles, having a homegrown brand support this journey reinforces the growing cultural relevance of esports in India. We see this as a shared effort to push Indian talent and Indian esports further onto the global stage.”

TechnoSport has launched a metro branding campaign across Bengaluru, Chennai, and Hyderabad as part of its marketing push during the ongoing Indian Premier League season.

The campaign has been rolled out across Bengaluru’s Purple Line, Chennai’s Blue Line, and Hyderabad’s Blue Line, with one fully branded metro train operating in each city. The routes include corridors leading towards cricket stadiums and other high-footfall urban areas.

The activation is expected to reach over 16 lakh commuters daily, helping improve brand visibility and recall during the IPL season.

The metro branding initiative forms part of TechnoSport’s wider 360-degree campaign strategy, which also includes connected TV advertising, digital campaigns, transit media, Spotify audio content, influencer-led storytelling, cinema integrations, and branded content featuring Ravichandran Ashwin.

The company said the campaign is designed to connect with consumers in everyday transit environments, extending its IPL visibility beyond stadiums and digital screens.

Patralika Agrawal, Head of Marketing, TechnoSport said, “Our focus with this activation is to drive consistent, high-frequency brand visibility during one of the year’s biggest cultural moments. IPL delivers peak consumer attention, and metro networks give us the scale needed to convert that attention into strong recall. What makes this effective is that it also brings our product story closer to real consumer use cases, especially in a season where comfort and performance matter in everyday movement.”

Outerstuff, an officially appointed licensee for the FIFA World Cup 2026, has introduced a new range of official licensed FIFA World Cup 2026 merchandise in partnership with Pacsun. The collection became available across select Pacsun stores and online from May 15.

Developed in collaboration with Pacsun’s design team, the 15-piece collection includes graphic T-shirts, jerseys, lightweight layers, and statement apparel for both men and women. The range incorporates bold typography, sport-inspired elements, and graphics influenced by international football culture.

Jeff Miller, executive vice president, sales, Outerstuff shared, "As an appointed licensee for the FIFA World Cup 2026, Outerstuff is proud to bring Official Licensed Products to fans through key retail channels, including Pacsun, his assortment reflects the global excitement surrounding the tournament while connecting with consumers through wearable, sport-inspired styles," shared Jeff Miller, executive vice president, sales, Outerstuff.

"At Pacsun, sport is one of our core brand pillars, and football has become an increasingly influential part of youth culture around the world. The FIFA World Cup 2026 represents a major global moment that extends far beyond the game itself, influencing fashion, identity, music, and community in powerful ways. This collection allows us to connect with our customers through a cultural moment they are already deeply engaged in, while continuing to deliver products that reflect self-expression through sport and style," stated Richard Cox, chief merchandising officer, Pacsun.

KragBuzz Sports has been appointed as the Official Clothing and Jersey Partner for EUT20 Belgium.

As part of the partnership, the company will design and supply official match-day jerseys and training kits for all participating teams in the tournament.

EUT20 Belgium is emerging as a growing cricket platform in Europe, bringing together international talent and expanding fan engagement across the region. The partnership will provide KragBuzz Sports an opportunity to strengthen its international visibility in the sports apparel segment.

The company said the jerseys and kits will focus on performance, comfort, durability, and contemporary design, aimed at supporting players during competition while maintaining strong team identity.

Arjun Gupta, Founder & CEO, KragBuzz Sports said, "We are proud to associate with EUT20 Belgium as the official clothing and jersey partner. This collaboration allows us to take our holistic performance-pushed sportswear internationally and help grow cricket's traditional market. We aim to provide players with apparel that boosts performance and confidence."

Marriott Bonvoy has expanded its global partnership with the International Cricket Council to include the ICC Women’s T20 World Cup 2026, which will take place across England in June and July next year.

The expanded agreement follows the company’s association with the ICC Men’s T20 World Cup earlier this year and extends Marriott Bonvoy’s role as ICC’s Official Accommodation Partner to women’s cricket events. Matches during the tournament are scheduled to be held in London, Manchester, Leeds, Birmingham, Bristol, and Southampton.

The partnership will include hospitality-led fan engagement initiatives, exclusive experiences, and accommodation access for Marriott Bonvoy members attending the tournament. Members will also be able to use loyalty points for Marriott Bonvoy Moments experiences such as matchday hospitality, pre-match events, training experiences with cricket legends, and the return of the Anthem Kids programme, where children walk onto the field alongside players.

“The response to Marriott Bonvoy’s partnership with the ICC has been fantastic. We saw firsthand how bringing members closer to the game can deepen engagement and create lasting memories. The ICC Women’s T20 World Cup 2026 offers an exciting new opportunity to build on that momentum, offering unforgettable travel and on-the-ground hospitality experiences in England this summer. I am especially excited to see the return of our Anthem Kids experience, one of our most meaningful ways to bring families and the next generation of cricket players and fans even closer to the sport,” said John Toomey, Chief Commercial Officer, Asia Pacific excluding China, Marriott International. 

Sanjog Gupta, Chief Executive, ICC shared, “We are pleased to expand our partnership with Marriott Bonvoy to encompass an association with ICC's women's events. Our collaboration with the global partner on the ICC Men's T20 World Cup 2026 has already demonstrated how powerful experience-led engagement can be to help build deeper connections with fans. Expanding this into the pinnacle women’s tournament allows us to build on that success, making the event a more immersive experience for fans and audiences. As the global stature and affiliation for ICC's women's events grow, this partnership will help enhance fan access and deliver more engaging experiences, ensuring we continue to serve the game and its fans in deeper, more meaningful ways. Women’s cricket has entered a defining phase of growth, and partnerships like this are key to driving its future.”

Women’s cricket has seen significant audience growth in recent years. According to ICC data, the ICC Women’s Cricket World Cup 2025 generated more than five billion video views globally, compared to 1.5 billion during the previous edition. Social media interactions reached 279 million, while the tournament final attracted a record broadcast audience of 185 million viewers.

The 2026 edition will also mark the first time the ICC Women’s T20 World Cup features 12 participating nations competing for the largest prize pool in the tournament’s history.

JioHotstar has partnered with Swiggy to introduce an in-app food ordering feature integrated directly into the streaming platform during live cricket matches.

The feature allows users to browse restaurants, access match-linked offers, place food orders, and track deliveries without exiting the live stream. Available across more than 690 cities, the service is designed exclusively for mobile users and combines live sports viewing with real-time commerce functionality.

More than 37 million users have already interacted with the feature during the ongoing cricket season.

The integration is aimed at building a more interactive viewing experience by combining live content with transactional engagement. Users can order food during matches through contextual prompts and exclusive offers linked to match moments.

The companies also shared early consumption trends from the feature rollout. Burgers emerged as the most-ordered food item during live matches, overtaking biryani. One user reportedly placed 34 separate orders during the season, while another ordered more than 100 burgers in a single transaction.

High-value transactions were also recorded on the platform, including a single order worth Rs 6,801 and cumulative savings of up to Rs 12,947 through match-time promotions. The fastest reported delivery during the season was completed in 10 minutes and 42 seconds.

The highest ordering volumes were recorded during Mumbai Indians matches, while the game between Royal Challengers Bengaluru and Rajasthan Royals saw the highest single-match ordering activity.

Ishan Chatterjee, CEO – Sports, Jiostar said, “We are moving towards a world where the boundaries between content and commerce are becoming increasingly fluid. Streaming platforms will no longer operate in isolation, but as integrated environments that anticipate and enable what users want to do in the moment. Bringing together live sports and real-time commerce is an early expression of that future, one where engagement is not just about watching, but about acting in the moment.”

Rohit Kapoor, CEO, Swiggy Food Marketplace shared, “Live sports viewing has evolved into a highly interactive experience, where fans often multitask while staying deeply engaged with the action. Ordering food during a match is already second nature for many viewers, and our partnership with JioHotstar allows fans to enjoy their favourite food and the match at the same time, without missing out on either.”

Malaysia Airlines has launched a new campaign film in collaboration with Mumbai Indians titled Cricket at 30,000 Feet, featuring cricketers Rohit Sharma, Hardik Pandya, and Trent Boult.

The campaign showcases a Mumbai Indians supporter experiencing a cricket-inspired journey onboard a Malaysia Airlines flight alongside the players. Through the film, the airline aims to combine fan engagement with its hospitality-led brand positioning.

The initiative is part of Malaysia Airlines’ broader partnership with Mumbai Indians, where the airline is associated as the team’s Official Global Airline Partner and Associate Sponsor.

The campaign has been designed to strengthen brand visibility and consumer engagement in India by leveraging the popularity of cricket.

Bryan Foong, Chief Executive Officer of Airline Business from Malaysia Aviation Group (MAG) said, "India is one of our most important growth markets, and cricket is a powerful passion point that connects millions of people across the country and beyond. Through our partnership with Mumbai Indians, we have a unique platform to engage fans in a way that feels natural, relevant and culturally meaningful. This campaign allows us to bring Malaysian Hospitality into that conversation while strengthening brand affinity, supporting travel demand, and driving deeper commercial relevance in a key market for the airline."

A spokesperson for Mumbai Indians said, “This film captures something that is true to Mumbai Indians, the love for this team travels far beyond boundaries and resonates with fans across the world. To see that come alive aboard a Malaysia Airlines flight, with our players at the heart of it, makes for a truly special moment. It reflects a partnership that continues to find fresh and creative ways to bring us closer to our fans."

The partnership between the airline and the franchise has previously included a Mumbai Indians-themed A330-300 aircraft livery, fan engagement activities at Wankhede Stadium, and digital campaign collaborations.

Panini has partnered with Instamart to launch the FIFA 365 Adrenalyn XL 2026 trading card collection in India, marking the company’s entry into the Indian market for officially licensed football collectibles.

The collection is now available on Instamart across categories such as Toys & Games and Stationery. The launch is being carried out in partnership with Dream Theatre and Kiddies International.

The FIFA 365 Adrenalyn XL 2026 collection includes over 300 football players from clubs and national teams worldwide. Products currently available on the quick-commerce platform include Starter Packs, Classic Tins, and Multi-sets, along with limited-edition subsets such as ‘Golden Ballers’ and ‘Invincible’ cards.

The launch comes ahead of the FIFA World Cup 2026, scheduled to take place from June 11 to July 19, 2026. The companies said an extended range of collectible cards is expected to be introduced later this month.

Arjun Choudhary, VP Growth, Instamart said, "At Instamart, we're constantly looking to go beyond everyday essentials and bring consumers closer to what they love. We've seen a significant surge in hobby-led purchases on the platform, and football being a passion that unites millions across India, stands out strongly. With the FIFA World Cup around the corner, this partnership with Panini couldn't be better timed. We aim to make the thrill of collecting instantly accessible, whether it's a late-night pack opening or a last-minute gift.”

Ivam Faria, Managing Director, Panini Group shared, "India is one of our fastest-growing markets for football collectibles. By launching the FIFA 365 Adrenalyn XL 2026 collection, we are bringing the thrill of the stadium directly to the fans. Our partnership with Instamart ensures that collectors no longer have to wait days for their packs; they can start their hunt for rare cards instantly."

Jiggy George, Founder & CEO, Dream Theatre stated, "At Dream Theatre, our mission has always been to bring the best of global toy and collectible brands to the Indian Consumer, Indian children, and enthusiasts. The FIFA 365 Adrenalyn XL series is a cultural phenomenon. By leveraging Instamart’s unparalleled hyper-local network, we are making professional-grade football cards accessible to every neighbourhood in the country." 

Joy Personal Care has launched a new campaign in collaboration with the Kolkata Knight Riders to mark five years of their association. The campaign, titled ‘Under The Same Sun’, draws connections between cricket and everyday life by showcasing moments from matches, training sessions, gully cricket, and daily routines.

The campaign film features players such as Ajinkya Rahane, Rinku Singh, and Manish Pandey. It blends on-field match situations with relatable, day-to-day experiences, positioning cricket as an integral part of routine life and effort. As part of the collaboration, the brand has also introduced a limited-edition Joy x KKR sunscreen.

Sunil Agarwal, Co-founder and Chairman, Joy Personal Care (RSH Global) said, “Stepping into our fifth year with KKR marks a meaningful milestone in a partnership that has evolved through real engagement with players, fans, and communities around the sport. As a celebration of this journey, we are introducing a special edition product shaped by these insights, making it a seamless extension of the association. Our campaign ‘Under the Same Sun’, inspired by ‘Life’s a Pitch!’, a widely relatable metaphor, enables us to position the brand at the intersection of sport, performance, and everyday routines, driving stronger cultural relevance and long-term growth.”

Poulomi Roy, Chief Marketing Officer of Joy Personal Care (RSH Global) remarked, “Life’s a Pitch!’ captures the cultural and emotional pulse of the game while reflecting our evolution as a brand from visibility to credibility. With Joy Personal Care and KKR sharing a long-standing association, our ‘Under The Same Sun’ campaign is built on a unifying idea that seamlessly connects cricket, outdoor life, everyday people, and fans through a shared experience. By leveraging insights gained through this partnership, we have crafted a narrative that feels authentic, relatable, and highly relevant to our consumers.”

Venky Mysore, Chief Executive Officer, Kolkata Knight Riders added, “Our association with Joy Personal Care has strengthened with each passing year, and this phase is particularly meaningful. It reflects a bond built on trust and shared values. The campaign captures how cricket extends beyond the field, touching people across cities and communities. We are proud to continue this collaboration for the fifth consecutive year, using the platform of the IPL to celebrate the spirit of the game and inspire people to show up and perform, no matter the pitch.”

The campaign will be rolled out across television, digital platforms, and social media, supported by influencer-led activations to enhance reach and engagement.

Malaysia Airlines has introduced a new aircraft livery featuring the Mumbai Indians, extending its existing partnership with the franchise.

The design has been unveiled on an Airbus A330-300 and incorporates the team’s blue and gold colour scheme alongside Malaysia Airlines’ branding. The livery features the Mumbai Indians’ emblem, chakra motif, and graphic elements that reflect the team’s fan base and identity.

To support the launch, the airline and the franchise have released a digital film highlighting Mumbai’s culture and strong cricket following.

Bryan Foong, Chief Executive Officer of Airline Business at Malaysia Aviation Group (MAG) said, “India remains a key growth market for Malaysia Airlines as we continue to strengthen our presence and connectivity across the region. This collaboration with the Mumbai Indians allows us to go beyond traditional aviation partnerships by integrating cultural relevance into our brand experience. It reflects our commitment to building meaningful, long-term connections with customers while reinforcing Malaysia Airlines as a carrier that connects people, places, and passions across our global network."

A Mumbai Indians spokesperson shared, “Our collaboration with Malaysia Airlines is a powerful expression of how the Mumbai Indians brand continues to travel beyond the game and into culture. Seeing our colours take flight on a global platform is a proud moment, as it connects fans across geographies and brings the spirit of Mumbai to the world. Malaysia Airlines has been a forward-thinking partner in sharing our vision of creating meaningful fan experiences not just in stadiums, but across journeys.”

The aircraft is expected to operate on routes across India and Asia later this year, supporting the airline’s network expansion plans.

This development is aligned with Malaysia Airlines’ broader strategy to strengthen its presence in India and Southeast Asia, including efforts to promote transit tourism through Kuala Lumpur. The move also builds on the airline’s role as the team’s Official Global Airline Partner, announced earlier this year, under which Malaysia Airlines branding features on the right chest of the team’s jersey.

Cadbury Dairy Milk has introduced ‘Khaas Seat’, a new campaign centred on the emotional experience of watching a live cricket match in a stadium for the first time.

The initiative highlights memories fans associate with attending matches, positioning that first in-stadium experience as a defining moment for many cricket followers. As part of the campaign, the brand is working with cricket personalities and digital creators to share their own first-match stories.

During a recent interaction, Irfan Pathan spoke about the first live match he watched and how it shaped his journey in the sport. The campaign also includes participation from Harbhajan Singh.

Irfan shared, “Representing India on the cricket field has been the greatest honour of my life. But there was a time when I was just a fan of the game. I never imagined that my passion for cricket would one day become my identity. The beginning of this special journey goes back to the day I watched my first match live in a stadium; not just watched it, but truly felt it. It was in 2000, during an India vs South Africa game; that experience inspired me so deeply that in the very same year, I went on to represent India at the Under 15 level. Every cricketer has that one ‘first match’ moment, and that’s always the most special.”

The campaign reflects a wider trend of brands building communication strategies around shared cultural moments connected to cricket fandom in India.

Netflix has launched a new film under its ‘Chill Like a Champion’ campaign featuring players from Sunrisers Hyderabad.

The film portrays the team relaxing after a match before moving into a fictional world centred around Diamond Raja, a character played by Sunil Grover from The Great Indian Kapil Show.

Players, including Ishan Kishan, Abhishek Sharma, and Travis Head, are shown entering an alternate reality, where they take part in a sequence built around a modified version of the song 'Slowly Slowly'.

The storyline focuses on post-match downtime, using humour and music-driven storytelling to show players engaging with entertainment content.

Sunil Grover said, “Netflix has certainly surprising ways to inspire and excite you as an artist. This collaboration brought together the best of two worlds, cricket and entertainment, and coming together with the stellar cricketers Ishan Kishan, Abhishek, Sharma, and Travis Head was such a delightful experience in itself. Getting to bring Diamond Raja into this mix – which first appeared on The Great Indian Kapil Show – was an interesting way to make this even more special. It is playful, happy, it is dramatic, and it shows how entertainment can completely pull you into another world. Just like what Netflix does.”

The film also includes references to titles such as Pushpa and When Life Gives You Tangerines.

The campaign is designed to showcase cricketers in off-field moments, presenting entertainment as part of their relaxation routines.

Optimum Nutrition has launched its new campaign, ‘Optimum Advantage of Champions’, in partnership with Royal Challengers Bengaluru, marking the second consecutive year of collaboration between the two brands.

The campaign builds on their 2025 partnership, during which RCB secured its first IPL title in 18 years. With the renewed association, the company said the focus will now shift to sustaining performance through training, recovery, and nutrition support.

As part of the collaboration, Optimum Nutrition has introduced limited-edition co-branded packs of Gold Standard 100 percent Whey and Micronised Creatine. The company said these products aim to bring athlete-grade nutrition closer to consumers.

The campaign includes a digital film featuring Virat Kohli, Rajat Patidar, and Philip Salt, highlighting training, preparation, and recovery routines. Consumers can also participate in an on-pack augmented reality contest, ‘SCAN. PLAY. WIN.’, offering rewards such as match experiences, hospitality tickets, merchandise, gym bags, and shakers.

Sumit Mathur, Country Head, Glanbia India said, “Following a defining season for RCB, the conversation is no longer just about achieving greatness, but sustaining it. At Optimum Nutrition, we believe consistent performance is a result of disciplined training, recovery, and the right nutritional support. Our partnership with RCB reflects a shared commitment to excellence, where every training session, recovery cycle, and performance is backed by the right fuel. With ‘Optimum Advantage of Champions’, we are extending this philosophy to athletes and fitness enthusiasts across India.”

Rajesh Menon, VP- Royal Challengers Bengaluru said, “Partnering with Optimum Nutrition over the past two seasons has brought a focused approach to how our players train, recover, and perform. Access to high-quality, science-backed nutrition has played a valuable role in supporting consistency across a demanding tournament, enabling players to deliver peak performance under pressure. As we continue this collaboration, we see it as an important element in strengthening overall player preparedness and sustaining competitive excellence on the field.”

The brand said the campaign will also be promoted during live RCB matches through Connected TV integrations on JioHotstar with mid-roll ads and display banners.

Sun Pharmaceutical Industries has rolled out a new brand film as part of its ongoing association with Royal Challengers Bengaluru, extending its presence as the team’s principal sponsor and health partner.

The campaign builds on the partnership by drawing parallels between the worlds of healthcare and professional sports, positioning both as high-performance environments that demand consistency and accountability. Through this narrative, the film highlights how healthcare professionals and athletes operate under similar conditions of pressure, precision, and outcome-driven performance.

The storytelling focuses on the human element across both domains, emphasising the role of individuals in delivering impact. It attempts to align Sun Pharma’s identity in healthcare with the team’s relationship with its fan base, presenting both as ecosystems shaped by trust, influence, and reach.

By connecting medical professionals with athletes, the campaign aims to broaden the context in which healthcare contributions are viewed, while reinforcing the brand’s positioning beyond conventional communication formats.

The film is being distributed across digital platforms and is expected to gain wider visibility during the Indian Premier League 2026, as the company leverages the tournament’s reach to strengthen brand recall and engagement.

PUMA India has launched #RCBEverywhere, a fan-led campaign aimed at encouraging supporters of Royal Challengers Bengaluru to wear the team jersey beyond matchdays and integrate it into everyday life.

The campaign features players including Virat Kohli, Rajat Patidar, and Krunal Pandya. It opens with a digital film where the players encourage fans to make the jersey part of their daily routines, positioning it as a symbol of identity beyond the stadium.

The campaign also incorporates a cultural reference to the viral Kumbh Mela fan, whose appearance in an RCB jersey gained traction on social media, reflecting organic fan behaviour.

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 spinner Krunal Pandya further explains, “Your office. Your vacation. Your brother’s wedding. Your next job interview.”

Shreya Sachdev, Head of Marketing, PUMA India stated, “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.”

The campaign builds on PUMA India’s fan engagement initiatives, including the ‘Fan on a Billboard’ activation and participation-driven campaigns aimed at increasing community involvement. The #RCBEverywhere initiative will continue across digital platforms, on-ground activations, and fan participation formats in the coming weeks.

Alongside the campaign, PUMA India is also expanding its RCB Instagram Broadcast channel to provide fans with behind-the-scenes access, interactive content, and early access to merchandise.

Bisleri International has extended its hydration partnership with Royal Challengers Bengaluru (RCB) with the launch of a limited-edition bottle series, supported by a new digital-first campaign. The film features cricketers Rajat Patidar, Venkatesh Iyer, and Tim David, along with actor Jaideep Ahlawat, and is built around a candid, behind-the-scenes narrative with a humorous twist.

The film begins like a conventional cricket commercial, with a full production setup and Jaideep Ahlawat in the director’s role. However, instead of a typical high-energy shoot, the narrative takes a simpler turn as the players are asked to sit back and hydrate. The storyline reveals that the ‘commercial’ is essentially a water break, positioning hydration as the central theme through understated humour and a behind-the-scenes treatment.

Tushar Malhotra, Director of sales & marketing, Bisleri International added, “We are delighted to partner with Royal Challengers Bengaluru for the third consecutive season as we continue to champion hydration and create impact. We are sure the refreshing and witty limited-edition reveal film, in collaboration with Jaideep Ahlawat and Rajat Patidar, Venkatesh Iyer, and Tim David from the Royal Challengers Bengaluru team, will be enjoyed by our consumers across the country.”

Rajesh Menon, CEO, Royal Challengers Bengaluru said, “We’re always looking for ways to connect with our fans beyond the boundary, and this film with Bisleri does exactly that. It captures the camaraderie, the calm within the storm, and the moments that happen when the cameras are not supposed to be rolling. We’re proud to be part of this film that celebrates the game in such a refreshingly and entertaining way.”

Jaideep Ahlawat stated, “It was a privilege to collaborate with Bisleri and Royal Challengers Bengaluru on this project. I love how the film transforms something as basic as a water break into a compelling story. Its simplicity, combined with a natural flow of humour, is what really drew me to the campaign.”

The campaign is supported by on-ground activations, digital storytelling, and franchise-led content. With this initiative, Bisleri continues to explore new ways of engaging with sporting audiences, focusing on narrative-led content rather than traditional brand integrations.