Royal Challenge Packaged Drinking Water is making a bold move into India’s burgeoning esports scene, aiming to connect with the nation’s dynamic and tech-savvy youth. This strategic foray underscores the brand’s commitment to embracing contemporary cultural trends and fostering emerging talent.
Esports in India has witnessed exponential growth, with over 590 million active gamers propelling the gaming economy to a valuation of $3.8 billion.
Notably, 66% of these gamers hail from smaller cities and towns, a surge driven by affordable smartphones, enhanced internet accessibility, and a youthful, tech-adept population.
Aligning with its ethos of resilience and determination, Royal Challenge Packaged Drinking Water seeks to inspire the next generation of gamers to “Choose Bold.” The brand has collaborated with prominent gaming figures Sid Joshi and Animesh “Thug” Agarwal to empower esports enthusiasts to pursue their passion fearlessly and on their own terms.
Voices from the Industry
Varun Koorichh, Vice President – Marketing & Portfolio Head at Diageo, emphasized the brand’s vision:
“The gaming landscape in India is exploding, driven by the energy and passion of gamers across the country. This transformation represents a new wave of bold and ambitious individuals 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.”
Animesh “Thug” Agarwal highlighted the essence of the campaign:
“Success in esports isn’t just about talent—it’s about making bold choices, taking risks, and never backing down. #ChooseBold celebrates that fearless mindset, the passion that drives us, and the community that makes it all possible. The future of Indian esports is here!”
Sid Joshi added:
“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. I’m excited to be part of this movement and share this journey with our fans!”
Hari Krishnan, Managing Director of Publicis Content, remarked on the brand’s initiative:
“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 aims to level up the brand’s presence in gaming, tapping into this new passion point and playing a bigger role in pop culture by connecting with the next generation of challengers.”
Akshat Rathee, Co-Founder and Managing Director of NODWIN Gaming, expressed enthusiasm about the collaboration:
“NODWIN Gaming is excited to welcome 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 boldness, 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 alliances, dynamic tournaments, and immersive brand experiences, Royal Challenge Packaged Drinking Water is positioning itself at the forefront of India’s gaming revolution.
By supporting grassroots gaming communities and collaborating with top-tier esports talent, the brand is solidifying its role in this vibrant ecosystem, encouraging gamers to push boundaries and embrace boldness in every game.