Royal Challengers Bengaluru (RCB) has launched a unique cultural campaign inspired by the visual similarity between Kannada script and the swirled shape of a jilebi. In collaboration with agency Talented, the campaign features jilebis shaped like Kannada letters, inviting fans—native and non-native—to learn the local language in a fun, inclusive way.
RCB players including Virat Kohli appear in videos taking beginner-friendly Kannada lessons, available via QR codes on jilebi packs at the RCB Bar & Café from April 8–11. The initiative aims to celebrate Bengaluru’s rich culture and make fans feel more connected to the city and team.
RCB is also offering 1,000 free Kannada classes, which fans can gift by emailing “Jilebi Kodi” to the campaign’s official ID. The campaign adds a sweet twist to IPL season, combining cricket, culture, and creativity.