Royal Challenge Packaged Drinking Water is venturing into the thriving world of esports, one of India’s fastest-growing cultural phenomena.
In a nation where cricket reigns supreme, choosing Esports is a bold, increasingly resonant move for today's youth.
RC Packaged Drinking Water's decision is linked to esports' increasing resonance with today's youth.
With over 590 million active gamers fuelling a gaming economy now valued at $3.8 billion, esports has transcended its niche status to become a mainstream movement. This surge isn't confined to major metropolitan areas; it's exploding in smaller cities and towns, with 66% of gamers residing in these boomtowns, driven by affordable smartphones, improved internet access, and a tech-savvy youth population.
This digital revolution is not only reshaping entertainment but also nurturing grassroots participation, with regional tournaments and local gaming influencers rising to national prominence.
Per a company release, RC Packaged Drinking Water, a brand that "plays in culture to connect with youth", especially in these burgeoning esports hubs, is bringing its signature "bold attitude" to this dynamic arena.
To "fast-track" its move into esports, RC Packaged Drinking Water has partnered Sid Joshi and Animesh Agarwal ‘Thug’, two of India’s top gaming icons. It has also entered into a collaboration with NODWIN Gaming, the largest esports company in South Asia and one of the top three in the world, on its esports "journey".
"This partnership embodies the brand’s fearless approach, injecting its bold attitude, creativity, and camaraderie into the dynamic and rapidly evolving gaming ecosystem," the release further asserts.
"The gaming landscape in India is exploding, a seismic shift driven by the energy and passion of gamers in boomtowns across the country,” says Varun Koorichh, vice president – Marketing & Portfolio head at Diageo. “This transformation is more than just a trend, it represents a new wave of gamers who are bold, ambitious, and ready to challenge the status quo — values that lie at the heart of Royal Challenge Packaged Drinking Water. Our entry into esports, through collaboration with gaming icons Sid Joshi and Animesh Agarwal, demonstrates our commitment to championing this vibrant community and inspiring them to play by their own rules.”
Sharing his thoughts on the campaign, Agarwal said: "Success in esports isn’t just about talent - it’s about making bold choices, taking risks and never backing down. #ChooseBold is a celebration of that fearless mindset, the passion that drives us and the community that makes it all possible. The future of Indian Esports is here!”
Adding to this, Joshi highlighted: "Esports isn’t just a game — it’s a mindset. It’s about taking bold risks, pushing boundaries, and proving what’s possible. #ChooseBold is for every gamer who dreams big, competes fearlessly, and shapes the next era of Indian Esports. Excited to be part of this movement and share this journey with our fans!"
Hari Krishnan, MD of Publicis Content, said: “Gaming has become a daily ritual for many Indians, embodying their challenger mindset - one that dares to break conventions and push boundaries. Publicis Play’s strategic roadmap for Royal Challenge Packaged Drinking Water is aimed at levelling up the brand’s presence in gaming, tapping into this new passion point and play a bigger role in pop culture by connecting with the next generation of challengers.”
Speaking on the campaign, Akshat Rathee, co-founder and managing director of NODWIN Gaming added: "NODWIN Gaming is excited to be a proud partner in this journey and welcomes Royal Challenge Packaged Drinking Water to esports! The brand has long been associated with the spirit of sportsmanship, and its foray into gaming is a natural evolution of that legacy. As esports continues to redefine the spirit of bold, their presence in this space strengthens the connection between traditional and new-age sports, inspiring the next generation of players to challenge limits and level up."
Through strategic partnerships, high-energy tournaments, and immersive brand experiences, RC Packaged Drinking Water aims to be at the "forefront" of India's gaming revolution. Whether supporting grassroots gaming communities or collaborating with top-tier esports talent, the brand is making strides in cementing its place in this dynamic ecosystem - enabling them to push beyond boundaries, game after game.
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