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.
India’s esports ecosystem is witnessing exponential growth, with over 590 million active gamers driving the industry to a valuation of $3.8 billion. Notably, 66% of these gamers hail from smaller cities and towns, a surge fueled by affordable smartphones, improved internet access, and a young, tech-driven audience.
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 partnered with leading gaming figures Sid Joshi and Animesh “Thug” Agarwal, encouraging esports enthusiasts to chase their dreams fearlessly and on their own terms.
Varun Koorichh, Vice President – Marketing & Portfolio Head at Diageo, shared 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 emphasized the spirit behind 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 echoed the sentiment:
“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, highlighted the initiative’s significance:
“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, welcomed the partnership:
“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, high-profile tournaments, and immersive brand experiences, Royal Challenge Packaged Drinking Water is positioning itself at the forefront of India’s esports revolution.
By supporting grassroots gaming communities and collaborating with top esports talent, the brand is reinforcing its role in this dynamic ecosystem. Encouraging gamers to push boundaries and embrace boldness, Royal Challenge Packaged Drinking Water is playing a pivotal role in shaping the next chapter of Indian esports.
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