### Understanding RCB’s Branding Triumph: Insights from Puma’s Marketing Chief
As **Royal Challengers Bengaluru (RCB)** finally lifted their long-anticipated **IPL trophy in 2025**, it marked a significant victory that transcended the cricket field. The team’s triumph resonated deeply, not just with fans but also within the *brand’s identity*. **Puma**, a vital partner in this journey, has keenly observed the evolution of RCB and its branding strategies.
### The Legacy of Virat Kohli and RCB’s Brand Narrative
Virat Kohli’s departure from his landmark ₹110 crore deal with Puma may have shaken some expectations, but his influence remains palpable in RCB’s latest campaign, **RCB Shotline**. His ongoing visibility can be attributed to prior commitments and contractual obligations associated with Puma’s longstanding partnership with RCB. Puma not only acknowledged this collaboration as “**an outstanding journey**” but also recognized that Kohli’s essence remains intertwined with the brand.
### Insights from Shreya Sachdev: A New Chapter for RCB
In a compelling interview with **Storyboard18**, Shreya Sachdev, **Director of Marketing at Puma India**, shared profound insights into why the partnership with RCB flourishes, especially post-title win.
#### **Cultural Synergy: More Than Just Cricket**
For Puma, aligning with RCB was never merely about cricket. The brand assessed the partnership through three essential lenses:
1. **Alignment with Brand Values**
2. **Mutual Value Creation**
3. **Shared Brand Positioning**
RCB excelled on all fronts. Sachdev emphasized, “As a **sports brand**, we invest in the sporting ecosystem.” The decision to engage with RCB, especially given its IPL significance, was an obvious choice.
The team’s commitment to values like **quality**, **consistency**, and **fan engagement** resonates deeply with Puma’s ethos. “What impressed us,” Sachdev noted, “was RCB’s willingness to push boundaries — whether in content, merchandise, or fan interactions.”
#### **The Impact of the Title Victory**
RCB’s fans, who have chanted “**Ee Sala Cup Namde**” for over a decade, finally have their long-desired cup. But how does this shift the emotional landscape for fans and the brand?
Sachdev pointed out that this moment isn’t solely about the team’s victory; it’s a **celebration of unwavering fandom**. “RCB’s journey illustrates a loyalty that is steadfast,” she remarked. The crucial question remains: What are the fans craving next?
Importantly, Sachdev highlighted that RCB’s emotional narrative is often crafted by the fans themselves rather than solely via marketing mechanics. “**Ee Sala Cup Namde** emerged from the fans — that speaks volumes.”
With both **IPL and WPL titles** now secured, RCB stands at a pivotal juncture. “The fulfillment of a long-held dream raises new expectations. Where does the energy shift now?” Sachdev pondered.
### Key Takeaways for Brands: Resilience and Relatability
While RCB’s championship solidifies its legacy in the IPL, Sachdev opines that the true masterclass lies in its **emotional branding.**
“RCB is truly a masterclass in emotional branding,” Sachdev stated emphatically. “They went **18 years without a title** yet maintained a massive, emotionally invested fan base — that tells the entire story.”
For all consumer brands, this presents a valuable lesson. “It’s not just about performance — it’s about **narrative**, **identity**, and **inclusion**. Fans become part of the journey. That kind of brand relatability is *priceless*.”
Sachdev believes that **authenticity** and **emotional consistency** outweigh fleeting victories. “RCB exemplifies how to build through challenges, not just triumphs, allowing audiences to co-own the brand narrative.”
### Conclusion: RCB’s Path Forward
As RCB continues to redefine its brand story post-victory, the lessons drawn from its emotional connection with fans can serve as a blueprint for other brands. The journey is just beginning, and the future holds tremendous potential for exploration and engagement.
