Think learning Kannada is tough? These jalebis might just change your mind.
RCB has once again hit a six—not just on the field, but off it too. This time, it’s with a heartwarming cultural campaign that’s as sweet as it sounds. In a fun twist, the Royal Challengers Bengaluru are using jalebi-shaped Kannada letters to introduce fans to the local language of their home city.
When Jalebis Meet the Kannada Script
Over time, internet users have noticed an uncanny resemblance between the swirled shapes of jalebis and the intricate beauty of Kannada letters. RCB decided to turn this quirky observation into a meaningful initiative. In collaboration with the agency Talented, they’ve launched a campaign that quite literally lets fans taste the language.
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Learning Kannada, the RCB Way
The campaign celebrates Bengaluru’s culture by offering special jalebis shaped like Kannada letters, exclusively available at the RCB Bar & Café from April 8 to 11. But these aren’t your usual sweets. Each pack unlocks beginner-friendly Kannada lessons featuring RCB stars like Virat Kohli, Tim David, and Yash Dayal on the team’s YouTube channel.
The ad film opens with how sweet Bengaluru is—be it the weather, the food, or the cricket. But it takes things further, suggesting that the local language could make the experience even richer. And who better to learn from than the RCB players themselves, with a smile and a jalebi in hand?
A Cultural Bridge, Not Just a Campaign
This isn’t just a marketing gimmick—it’s a cultural statement. The campaign aims to bridge the gap between native and non-native fans, reinforcing that everyone belongs in the RCB family, regardless of the language they speak.
RCB batter Devdutt Padikkal, who grew up in Bengaluru, summed it up perfectly:
“It’s not just about Kannada; it’s about making everyone feel at home in the city.”
A Tribute to Bengaluru’s Spirit
Rajesh Menon, COO of RCB, added: “By creating jalebis inspired by the elegance of the Kannada script, we’re inviting everyone to savour the rich culture of our home city, quite literally.”
It’s a beautiful blend of tradition, inclusivity, and innovation—very much in the spirit of Bengaluru.
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Bonus Treats for Fans: Free Kannada Classes
Taking it a step further, RCB is sponsoring Kannada classes for 1,000 fans. These can be gifted to non-native Bengalureans—just email “Jilebi Kodi” to jilebikodi@gmail.com to participate. Now that’s what we call a sweet gesture.
IPL Ads: The Other Cricket Fever
Let’s not forget that IPL isn’t just about boundaries and wickets. It’s also a hotbed for creative, entertaining ad campaigns. From Dream11’s Clash of Titans with Aamir Khan and Ranbir Kapoor to PUMA’s ‘Delhi, Save the Fight for the Game’ featuring Rishabh Pant and Ishant Sharma—brands are putting their best creative foot forward.
RCB’s jalebi campaign fits right into this lineup, standing out for its mix of local pride, cultural depth, and irresistible sweetness.
