Royal Challengers Bengaluru (RCB), one of the world’s most followed sports franchises, has kicked off a unique cultural initiative to bring together its multilingual fanbase by combining local language learning with a sweet treat.
In a campaign developed alongside creative agency Talented, RCB is inviting fans to quite literally “taste the sweetness of Kannada” — the regional language of Bengaluru and Karnataka — through specially crafted jilebis shaped like essential Kannada characters.
The campaign, which launched on April 8, is designed to promote inclusivity and celebrate Bengaluru’s diverse community. The limited-edition Kannada jilebis are available exclusively at the RCB Bar & Café in Bengaluru until April 11.
Each jilebi pack comes with a scannable link that unlocks beginner-friendly Kannada lessons on RCB’s official YouTube channel, offering fans an easy and engaging way to learn the local language.
“With this campaign, RCB & Talented hope to show that Bengaluru can be the most inclusive city in more ways than one,” said the team behind the initiative.
The club is also sponsoring 1,000 free Kannada learning sessions, which can be taken by fans or gifted to non-native Bengalurean friends — a heartfelt gesture aimed at deepening the bond between locals and the city's migrant population.
It’s a celebration of language, community, and cricket — proving once again that RCB is more than just a team; it’s a movement that connects people far beyond the boundaries of the pitch.
