RCB Campaign Sweetens Kannada Lessons with a Jilebi Twist

Royal Challengers Bengaluru (RCB) is adding more than just spice to this IPL season—they’re adding sweetness, culture, and a dash of local flavor. In a unique campaign created in collaboration with Talented, RCB is helping fans learn Kannada with a delicious twist: jilebis shaped like Kannada letters with Jilebi Twist.

Over the years, fans have joked about how the swirly Kannada script looks like jilebis. RCB cleverly turns this internet banter into a full-fledged cultural campaign that brings together language, identity, and cricket. The initiative encourages fans to embrace the local language of Bengaluru—the heart of Karnataka—by offering Kannada lessons in the most unexpected yet delightful way.

Learning Kannada One Jilebi at a Time

The campaign film opens with a sweet ode to Bengaluru—its cool weather, vibrant culture, incredible food, and the ever-passionate cricket fans. But it doesn’t stop there. The video features RCB players like Virat Kohli and Tim David taking Kannada lessons from a charming “sweet teacher,” highlighting just how easy and fun the language can be with Jilebi Twist.

RCB drives home a strong cultural message: Kannada isn’t just a language, it’s an experience, and learning it can bring fans closer to the soul of the city. The beautifully crafted jilebis mimic the script’s curves, making it a literal treat to learn. Each jilebi box also unlocks beginner-friendly Kannada lessons on RCB’s YouTube channel, with players joining in to make learning more relatable and fun.

More Than Just a Campaign—A Cultural Celebration

RCB’s COO Rajesh Menon explains, “This campaign is our tribute to Bengaluru, a city that welcomes people from across the country. By turning Kannada letters into jilebis, we’re giving fans a sweet entry point into the city’s culture. It’s bold, heartfelt, and 100% RCB.”

RCB batter Devdutt Padikkal, who grew up in Bengaluru, says, “It’s amazing to see Kannada being celebrated this way. This campaign helps fans—whether locals or newcomers—feel connected not just to the team but to the city itself.”

Kannada Lessons for 1,000 Fans

RCB takes it a step further by sponsoring Kannada lessons for 1,000 fans. These lessons can be gifted to non-native Bengalureans. Fans simply need to email “Jilebi Kodi” to [email protected] to participate.

The jilebis are exclusively available at the RCB Bar & Café from April 8 to 11—and they’re more than just a dessert. They symbolize a growing movement of inclusivity and cultural pride in sports marketing.

The IPL Ads Are Winning Hearts

As IPL 2025 unfolds, it’s not just the matches that grab attention—it’s also the creative ad campaigns. From Dream11’s Clash of Titans to PUMA’s Save the Fight for the Game, the ads are as entertaining as the matches themselves.

RCB’s jilebi campaign proves that cricket, culture, and creativity go hand in hand. This season, fans aren’t just cheering for sixes—they’re also picking up some Kannada along the way. So, have you tried your jilebi yet?