Case Study

Categories Name : C. SOCIAL MEDIA

Sub-Category : C05. Most Engaging Mobile Creative

Campaign Name : Royal Challenge Choose Bold 2.0 and Esports

Brand Name : Royal Challenge

Agency Name : ENORMOUS BRANDS LLP

Results

The Royal Challenge campaign successfully redefined the brand’s cultural relevance by uniting two of India’s strongest youth passion points - cricket and esports - under the bold #ChooseBold narrative. Across two campaign phases, the initiative generated over 107M+ views and 83.6M+ reach (organic + paid), with influencer-led content and interactive formats driving more than 2M engagements. Paid media alone delivered 44M+ reach and 4.4M+ views within the first 48 hours, proving the campaign’s immediate impact. On-ground, Royal Challenge made history by debuting at Comic Con India with a first-of-its-kind Cricket Gaming Zone, attracting 54K+ visitors and 45K+ booth footfalls, while engaging 20K+ consumers directly. This was amplified by top gaming influencers such as Snax, Kaashvi, Rebel, and Jonathan, whose participation extended reach and buzz authentically among Gen Z gaming communities. Experiential activations scaled further through 9,250 outlet events, delivering 1.6M+ liquid trials and 91K+ unique participants, proving grassroots engagement’s power to convert attention into action. QR-based gamification deepened consumer data collection, with 219K scans and a remarkable 74% scan-to-play rate, highlighting the effectiveness of tech-driven interactivity. PR outreach added another 21.5M+ reach and INR 7 Cr+ PR value, ensuring the campaign was visible across lifestyle, gaming, and regional media touchpoints. Together, these results positioned Royal Challenge as a fearless challenger brand embedding itself at the intersection of sports, gaming, and youth culture while driving both business growth and brand equity uplift.