Royal Challenge Packaged Drinking Water has entered India’s growing streetwear and sneaker culture with a limited-edition footwear collaboration with homegrown label Gully Labs, taking its ‘Choose Bold’ brand philosophy beyond sport and entertainment.
The collaboration, announced on October 5, features a leather-and-denim sneaker based on Gully Labs’ bestselling Baaz silhouette. The design carries signature #ChooseBold embroidery on the backtab and combines leather construction with denim detailing. The limited-edition collection will comprise 500 pairs and will be available through boldsneakers.in.
The campaign is fronted by actors and public figures VarunSood and Karan Tacker, whose association with sports, personal style and sneaker culture forms part of the collaboration’s positioning around individuality and self-expression.
Aanandita Datta, VP Marketing, Diageo India, said the partnership aims to take ‘Choose Bold’ from a communication platform to an experience that consumers can express themselves through. Gully Labs founder Arjun Singh said the collaboration extends Royal Challenge Packaged Drinking Water’s engagement with Indian culture into sneaker culture.
In Kolkata, the collaboration comes amid growing consumer interest in limited-edition streetwear, sneakers and India-focused fashion labels, particularly among younger urban buyers. The limited 500-pair release could appeal to Kolkata’s expanding streetwear community, where exclusivity, local design and celebrity-led collaborations are increasingly influencing purchasing choices.
VarunSood said the sneaker combines performance with personality and reflects the confidence to make one’s own choices.