RCB uses jilebis to promote Kannada in unique cultural campaign

In a creative cultural outreach, Royal Challengers Bengaluru (RCB) has launched a unique campaign to promote the Kannada language among non-native speaking fans. As part of this initiative, the team is using jilebis shaped like Kannada letters to make the script more familiar and accessible. The campaign aims to change the common perception that Kannada and other South Indian languages are difficult for outsiders to learn.

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From April 8 to 11, these special jilebis are being offered in limited quantities at the RCB Bar & Café in Bengaluru. Each pack includes a QR code linking to RCB’s YouTube videos, where players like Virat Kohli, Tim David and Yash Dayal deliver beginner-level Kannada lessons. Additionally, RCB is sponsoring 1000 free Kannada classes, which fans can use or gift to friends unfamiliar with the language.

Beyond food and fun, the campaign addresses deeper issues of language, migration and inclusion in a city where many residents don’t speak Kannada. By using a sweet traditionally associated with celebration, RCB is promoting the language in a warm and inclusive way. The campaign also responds to online jokes comparing Kannada script to jilebis, turning the comparison into a symbol of pride and connection.