Sweet play: Royal Challengers Bengaluru teaches Kannada with jilebis | Bengaluru News
Bengaluru: In a bold move, the Royal Challengers Bengaluru (RCB) has rolled out a first-of-its-kind culture campaign, aimed at helping non-native speakers learn Kannada in a delightful way. The campaign aims to bring together the IPL franchise’s diverse and multilingual fan base, combining the love for language, cricket, and sweets to deepen the connection between the team and its home city.
For years, south Indian languages have been perceived as complex and difficult to learn. RCB flips this long-standing internet metaphor on its head by using jilebi as a symbol of pride, celebration, and learning, transforming cultural bias into a sweet entry point for inclusion.
The campaign invites fans to “taste the language” with specially designed jilebis, shaped like Kannada letters. The initiative is not just a nod to Kannada, but a cultural strategy aimed at bridging gaps between local and other fans, making them feel equally part of the city’s spirit.
The campaign kicked off during RCB’s first home game against the Gujarat Titans on April 2. Jilebis were given away for free in select stands. During the game against Delhi Capitals on Thursday, beginner-friendly Kannada lessons were available on RCB’s YouTube channel, featuring the likes of Virat Kohli, Tim David, and Yash Dayal, making this probably the sweetest language class in town.
RCB is also sponsoring free Kannada learning sessions for 1,000 fans. All the fans have to do is email “Jilebi kodi” to jilebikodi@gmail.com to win Kannada lessons sponsored by RCB — further encouraging participation and language learning.
“As someone who grew up in Bengaluru, it’s really special to see the language being celebrated like this,” said RCB batter Devdutt Padikkal. “It’s not just about Kannada, it’s about making everyone feel at home in the city, and I’m glad to play a small part, helping fans connect more deeply with the city and our team.”
The campaign has warmed the hearts of fans across the board, with many celebrating the team’s effort to embrace and promote local language and identity in such a creative way.
Sandalwood star Shivarajkumar said, “This initiative by RCB is close to my heart. It brings people together, not just to learn Kannada, but to experience the warmth of our city. The campaign is a beautiful way to connect fans with our culture, and I’m excited to be a part of it.”
“What makes RCB truly special is the unwavering support of our fans — no matter where they come from or what language they speak,” said the IPL franchise’s COO, Rajesh Menon. “This campaign is our tribute to Bengaluru, a city that has embraced people from across the country with open arms. By creating jilebis inspired by the elegance of the Kannada script, we’re inviting everyone to savour the rich culture of our home city — quite literally. It’s a bold and heartfelt gesture to surprise our fans and deepen their connection with the team.”
For years, south Indian languages have been perceived as complex and difficult to learn. RCB flips this long-standing internet metaphor on its head by using jilebi as a symbol of pride, celebration, and learning, transforming cultural bias into a sweet entry point for inclusion.
The campaign invites fans to “taste the language” with specially designed jilebis, shaped like Kannada letters. The initiative is not just a nod to Kannada, but a cultural strategy aimed at bridging gaps between local and other fans, making them feel equally part of the city’s spirit.
The campaign kicked off during RCB’s first home game against the Gujarat Titans on April 2. Jilebis were given away for free in select stands. During the game against Delhi Capitals on Thursday, beginner-friendly Kannada lessons were available on RCB’s YouTube channel, featuring the likes of Virat Kohli, Tim David, and Yash Dayal, making this probably the sweetest language class in town.
RCB is also sponsoring free Kannada learning sessions for 1,000 fans. All the fans have to do is email “Jilebi kodi” to jilebikodi@gmail.com to win Kannada lessons sponsored by RCB — further encouraging participation and language learning.
“As someone who grew up in Bengaluru, it’s really special to see the language being celebrated like this,” said RCB batter Devdutt Padikkal. “It’s not just about Kannada, it’s about making everyone feel at home in the city, and I’m glad to play a small part, helping fans connect more deeply with the city and our team.”
The campaign has warmed the hearts of fans across the board, with many celebrating the team’s effort to embrace and promote local language and identity in such a creative way.
Sandalwood star Shivarajkumar said, “This initiative by RCB is close to my heart. It brings people together, not just to learn Kannada, but to experience the warmth of our city. The campaign is a beautiful way to connect fans with our culture, and I’m excited to be a part of it.”
“What makes RCB truly special is the unwavering support of our fans — no matter where they come from or what language they speak,” said the IPL franchise’s COO, Rajesh Menon. “This campaign is our tribute to Bengaluru, a city that has embraced people from across the country with open arms. By creating jilebis inspired by the elegance of the Kannada script, we’re inviting everyone to savour the rich culture of our home city — quite literally. It’s a bold and heartfelt gesture to surprise our fans and deepen their connection with the team.”
