RCB Launches Innovative Campaign To Teach Kannada Using Jilebis For Fans

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Royal Challengers Bengaluru (RCB) has launched an innovative campaign to teach Kannada through jilebis. This initiative aims to unite the team's diverse fan base by blending language, cricket, and sweets. The campaign seeks to strengthen the bond between RCB and its home city, Bengaluru, by making language learning a delightful experience.

For many, South Indian languages are seen as challenging to learn. RCB is changing this perception by using jilebis as a symbol of pride and learning. This approach turns cultural bias into an inviting entry point for inclusivity. The campaign encourages fans to "taste the language" with edible jilebis shaped like Kannada words.

The limited-edition Kannada jilebis will be available at the RCB Bar & Café in Bengaluru from April 8 to 11. Fans can scan the jilebi pack to access beginner-friendly Kannada lessons on RCB's YouTube channel. These lessons feature RCB stars like Virat Kohli, Tim David, and Yash Dayal, offering a unique way to learn the language.

RCB is also offering free Kannada learning sessions for 1,000 fans. Participants can take these lessons themselves or gift them to non-native Bengalurean friends. To participate, fans need to email "Jilebi Kodi" to [email protected] for a chance to win these sponsored lessons.

The campaign has been well-received by fans who appreciate RCB's creative effort to promote local language and identity. Devdutt Padikkal, an RCB batter, expressed his excitement: "As someone who grew up in Bengaluru, it’s really special to see the language being celebrated like this." He added that it's about making everyone feel at home in the city.

Kannada actor Dr. Shiva Rajkumar praised the initiative: "This initiative by RCB is close to my heart. It brings people together, not just to learn Kannada but to experience the warmth of our city." He emphasized that it's a beautiful way to connect fans with local culture.

RCB's Commitment

Rajesh Menon, COO of Royal Challengers Bengaluru, highlighted the importance of fan support: "What makes RCB truly special is the unwavering support of our fans - no matter where they come from or what language they speak." He described the campaign as a tribute to Bengaluru's welcoming nature and an invitation for everyone to savour its rich culture.

This campaign underscores RCB's dedication to celebrating local culture and fostering stronger connections with fans through innovative means like jilebis.

About Royal Challengers Bengaluru

Royal Challengers Sports Private Limited owns Royal Challengers Bengaluru (RCB), a franchise cricket team based in Bangalore that competes in the Indian Premier League (IPL). The team has reached three IPL finals and made consecutive Playoff appearances from 2020-2022. In 2024, they qualified after winning six games from the bottom of the points table with just a 1% chance.

RCB also emerged victorious in the Women's Premier League 2024 after acquiring team rights with a bid of 901 Crores in January 2023. They formed a strong squad featuring Smriti Mandhana as their most expensive buy at INR 3.40 CR among all women's cricket leagues globally.

The team has expanded its brand with ventures like RCB Hustle fitness products and Dash of RCB non-alcoholic cocktail mixers. Their café chain recently opened an outlet at Bengaluru's Kempegowda International Airport, recognized as UNESCO's Prix Versailles' "World’s most beautiful airport" in 2023.

RCB embraces #PlayBold philosophy both on and off-field: "Defeats don’t defeat us; the Challenger Spirit keeps us alive." Download their mobile app for more information.