RCB launches unique campaign to teach Kannada with jilebis

As IPL 2025 continues, Royal Challengers Bengaluru (RCB) has rolled out a first-of-its-kind culture campaign, aimed at helping non-native speakers learn Kannada in the most delightful way possible.

The campaign aims to bring together the franchise’s diverse and multilingual fan base and combines the love for language, cricket, and sweets to deepen the connection between the team and its home city.

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What RCB said

“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 (sweet dish) as a symbol of pride, celebration, and learning, transforming cultural bias into a sweet entry point for inclusion,” RCB said in a statement.

The campaign invites fans to “taste the language” with specially designed edible jilebis shaped like Kannada words. The initiative is not just a nod to Kannada, but a cultural strategy aimed at bridging gaps between native and non-native fans, making them feel equally part of the city's spirit.

“These limited-edition Kannada jilebis will be available exclusively at the RCB Bar & Café in Bengaluru from April 8 to 11. Fans can scan the Jilebi pack to unlock a series of beginner-friendly Kannada lessons on RCB’s YouTube channel, featuring the likes of RCB stars such as Virat Kohli, Tim David, Yash Dayal and others, making this the sweetest language class in town. RCB is also sponsoring free Kannada learning sessions for the 1,000 fans that they can take or gift their non-native Bengalurean friends,” the franchise said.

All they have to do is email “Jilebi Kodi” to jilebikodi@gmail.com to win Kannada lessons sponsored by RCB — further encouraging participation and language learning.

Padikkal, Shiva Rajkumar share views

“As someone who grew up in Bengaluru, it’s really special to see the language being celebrated like this,” said Devdutt Padikkal, RCB batter. “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 in 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.

Appreciating the campaign, Dr. Shiva Rajkumar, Kannada actor, and cultural icon 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.”