by “You bring one social media trophy – See RCB will win!
No competition only!
2 weeks into the tournament we will win; No need of 14 games also, 4-5 enough.”
Virat Kohli was not wrong when he said this.
When you think of IPL, you think of big hits, bigger personalities, and an even bigger fandom. But there’s one team that has managed to build a brand so strong that it transcends wins and losses – Royal Challengers Bangalore (RCB). Despite never lifting the IPL trophy, RCB remains one of the most followed, most talked about, and most loved franchises.
How did they do it?
1. Owning a Distinct Identity
In a sea of IPL teams, RCB stands out by owning its “Play Bold” mantra. It’s not just a slogan—it’s a philosophy. Whether it’s their aggressive gameplay or their communication, the brand has consistently aligned itself with the idea of boldness.
2. Building a Culture Beyond Cricket
RCB isn’t just a cricket team—it’s a cultural phenomenon. By extending their brand beyond the stadium, they’ve created a loyal community that engages with RCB year-round.
Take the RCB Insider Show, for example. It’s a fan-favorite content series featuring Mr. Nags, a comedic alter ego who offers fans a humorous, behind-the-scenes look at the team. This isn’t your typical sports content—it’s entertainment first, hosted wonderfully by Bengaluru’s local boy Danish Sait.
In 2022, RCB took things a step further by launching the RCB Bar & Café. This move brought the brand into everyday life, giving fans a way to engage with RCB even when there are no matches.
3. Leveraging Star Power Intelligently
Yes, Virat Kohli is the face of RCB, but the brand isn’t just riding on his star power. RCB has deliberately expanded the narrative by featuring new faces and supporting broader causes.
Case in point: RCB’s “Her Game Too” campaign in 2023. To coincide with the launch of their women’s team, the campaign spotlighted the importance of gender inclusivity in cricket. This wasn’t just about cricket—it was about culture change.
Their 2024 IPL win added stars to RCB’s fandom.
4. Innovation in Fan Engagement
RCB doesn’t settle for basic. They push boundaries with innovative, interactive fan experiences.
In 2023, they partnered with JioCinema for 360-degree fan experiences, giving viewers behind-the-scenes access and real-time engagement. This wasn’t just about watching a match—it was about immersing fans in the RCB universe.
But they didn’t stop there. They introduced the Play Bold Truck– a guerilla marketing stunt in 2022 that took RCB to the streets of Bengaluru. With free merch giveaways and interactive games, it created organic buzz without heavy media spending.
RCB may not have the IPL trophy, but they’ve won the branding game. Their success isn’t just about cricket; it’s about creating an emotional connection that lives beyond the stadium. Here are three takeaways for brands:
- Own Your Identity – Define your brand DNA and stay consistent. INVEST IN THE INITIAL DAYS & GROW CONSISTENTLY
- Create Culture, Not Just Content – Build experiences that extend your brand beyond your product.
- Engage Innovatively – Surprise and delight your audience.
At Clevertize, we understand the power of bold branding. Ready to turn your brand into a fan-first experience? Let’s talk.Write to us at saumya@clevertize.com or say Hi on 81238 45025
