Royal Challenge Water Launched: The gaming center in Varanasi was packed beyond capacity. Seventeen-year-old Arjun’s fingers danced across his mobile screen with lightning precision as beads of sweat formed on his forehead. The crowd behind him erupted in cheers as he secured another elimination. Three years ago, his parents had dismissed his gaming passion as a waste of time. Today, they stood in the back of the room, watching with a mixture of bewilderment and pride as their son competed in a regional tournament with real prize money at stake.
This scene, unfolding in countless small towns across India, represents a seismic shift in the country’s entertainment landscape—one that brands are just beginning to understand. And one brand, in particular, is making a bold move to be at the forefront of this cultural revolution.
Table of Contents
When Cricket Met Gaming: An Unexpected Alliance
In a nation where cricket has long reigned supreme, Royal Challenge Packaged Drinking Water’s venture into esports might seem surprising at first glance. But look closer, and you’ll see it’s a strategic masterstroke that taps into India’s fastest-growing entertainment phenomenon.
“I remember when gaming was something we did secretly during lunch breaks at school,” says Vikram, a 22-year-old from Indore who now competes professionally. “Now my family watches my tournaments on their phones. My grandmother asks me if I won after every match. It’s like a different world.”
This transformation didn’t happen overnight. It’s been building steadily, fueled by affordable smartphones, improved internet access, and a tech-savvy youth population hungry for new forms of entertainment and competition. The numbers tell a compelling story: over 590 million active gamers now power a gaming economy valued at $3.8 billion.
But what makes this revolution truly remarkable isn’t just its scale—it’s its reach.
The Boomtown Gaming Revolution
Riya adjusts her headset in her bedroom in Jhansi, a city that most multinational companies wouldn’t place on their priority list. Yet she’s part of a massive demographic that’s reshaping India’s digital landscape: the 66% of gamers who reside in smaller cities and towns.
“People think gaming is just a big-city thing,” she says with a laugh. “But everyone here is playing. My cousin in the village has better game stats than I do!”
This digital democratization is precisely what caught Royal Challenge Packaged Drinking Water’s attention. While other brands focus exclusively on metropolitan areas, Royal Challenge recognized the untapped potential of these boomtowns—places where gaming isn’t just entertainment but a pathway to recognition, community, and even livelihood.
“The gaming landscape in India is exploding, a seismic shift driven by the energy and passion of gamers in boomtowns across the country,” explains 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.”
Gaming Icons: The New Celebrity Endorsers
Remember when film stars and cricketers were the only celebrities brands would partner with? That era is rapidly fading as gaming influencers build massive, engaged followings that rival traditional celebrities.
Royal Challenge’s collaboration with Sid Joshi and Animesh Agarwal ‘Thug’ signals this shift. These aren’t just gamers—they’re cultural icons who represent the aspirations of millions of young Indians.
“Success in Esports isn’t just about talent—it’s about making bold choices, taking risks, and never backing down,” says Animesh Agarwal, known by his screen name “Thug.” “#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!”
His words resonate with gamers like Priya from Coimbatore, who streams her gameplay sessions to a growing audience. “When I started, people laughed at the idea of a girl gamer,” she tells me. “Now I have sponsors reaching out. Seeing big brands like Royal Challenge enter the space makes me feel like we’re finally being taken seriously.”
Sid Joshi adds another dimension to this partnership: “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.”
From Passion to Profession: The Changing Perception
Rewind five years, and telling your parents you wanted to be a professional gamer would likely have resulted in a lengthy lecture about focusing on “real” career options. Today, that conversation is changing—slowly but surely.
Rahul’s story exemplifies this shift. A 20-year-old from Lucknow, he began competing in local tournaments three years ago. “My father would turn off the Wi-Fi when he saw me playing,” he recalls with a smile. “Now he asks me about tournament schedules and prize pools. The turning point was when he saw news about gaming sponsorships on TV.”
Royal Challenge’s entry into esports accelerates this legitimization process. When established brands invest in gaming, it signals to parents, educators, and society at large that this isn’t a passing fad but a significant cultural and economic force.
“Gaming has become a daily ritual for many Indians, embodying their challenger mindset—one that dares to break conventions and push boundaries,” notes Hari Krishnan, MD of Publicis Content. “Publicis Play’s strategic roadmap for Royal Challenge Packaged Drinking Water is aimed at leveling 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.”
The Bold Strategy: More Than Just Sponsorship
What makes Royal Challenge’s approach noteworthy isn’t just that they’re entering the gaming space—it’s how they’re doing it. Rather than simply slapping their logo on tournaments, they’re embedding themselves in the community’s ethos.
The #ChooseBold campaign resonates because it authentically captures the spirit of esports: taking risks, defying expectations, and charting your own path. For young gamers in small towns with limited opportunities, this message hits home.
“In my city, people follow the same paths—engineering, medicine, government jobs,” explains Farhan from Aligarh. “When I chose gaming, everyone thought I was making a mistake. But that boldness is paying off now. Brands like Royal Challenge get that mindset.”
Akshat Rathee, Co-Founder and Managing Director of NODWIN Gaming, sees this partnership as a natural evolution: “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.”
Building Communities Beyond Metros
What happens when a major brand shines a spotlight on gaming communities in smaller cities? Opportunities multiply.
Deepak runs a small gaming café in Kanpur that has become a community hub. “Three years ago, I had ten computers and mostly school kids playing casual games,” he says. “Now I have thirty stations, coaching programs, and host local tournaments. When brands like Royal Challenge enter the space, it creates a ripple effect. Suddenly local businesses want to sponsor our events too.”
This grassroots impact is perhaps the most significant aspect of Royal Challenge’s strategy. By recognizing and investing in gaming communities beyond metropolitan areas, they’re helping accelerate the development of local esports ecosystems.
For Meera, a college student in Surat who organizes gaming events, this recognition is validating. “We’ve been building this community for years with very little support,” she says. “Having a major brand acknowledge what’s happening in smaller cities gives us credibility when we approach local sponsors or venues.”
The Road Ahead: From Niche to Mainstream
As Royal Challenge Packaged Drinking Water establishes its presence in the esports landscape, the implications extend beyond marketing strategy. They’re participating in a fundamental shift in how entertainment is consumed and created in India.
“Through strategic partnerships, high-energy tournaments, and immersive brand experiences, Royal Challenge Packaged Drinking Water is at the forefront of India’s gaming revolution,” the brand states. “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.”
For gamers like Arjun from our opening story, this means more opportunities, greater recognition, and a path forward that wasn’t visible just a few years ago. “My younger brother now says he wants to be a professional gamer,” Arjun tells me with pride. “And I don’t laugh at his dream because I’m living it.”
The Bold Future of Indian Esports
As we look to the future, the trajectory is clear: esports in India will continue its explosive growth, reaching new audiences and creating unprecedented opportunities. Royal Challenge’s bold entry into this space positions them not just as sponsors but as architects helping shape this emerging ecosystem.
For the millions of gamers in cities and towns across India, this partnership represents more than just another brand sponsorship—it’s validation of their passion, recognition of their community, and investment in their future.
The young gamer adjusting her headset in Jhansi, the tournament organizer in Surat, the café owner in Kanpur—they’re all part of a bold new chapter in India’s digital story. And now, they have allies who understand that sometimes, the most rewarding path is the one that requires the courage to choose bold.
Have you noticed the growth of esports in your city or town? Share your experiences in the comments below!
