Royal Challenge Packaged Drinking Water has launched its new campaign, ‘Main Nahi Toh Kaun Be’, aiming to spotlight a generation that defines boldness through authenticity, individuality and self-belief. The campaign features cricket star Smriti Mandhana, youth icon Rannvijay Singha, gaming sensation Naman “Mortal” Mathur and rapper Srushti Tawade, who also lends her voice to the spirited anthem driving the narrative.
The film opens with an energetic montage highlighting each icon in their element — Mandhana commanding the field, Rannvijay setting his own pace, Mortal immersed in gameplay strategy, and Srushti delivering fiery verses that underline her unapologetic confidence. According to the brand, the campaign extends beyond marketing and positions itself as a movement urging young India to embrace boldness without hesitation. Mandhana said the campaign reflects the courage required “to step up when it counts,” while Rannvijay noted that boldness is about “standing your ground and doing what feels right.” Diageo India’s Vice President – Marketing, Varun Koorichh, said the initiative mirrors the rising self-belief among young Indians across sports, entertainment, digital creation and gaming.
In Kolkata, distributors and retailers note that Royal Challenge Packaged Drinking Water has built strong visibility among young consumers. Industry watchers say the new campaign’s youth-centric message aligns well with Kolkata’s growing sports and e-sports culture, potentially strengthening the brand’s recall across urban neighbourhoods and college clusters. Director Shashanka Chaturvedi and Enormous CCO Ashish Khazanchi said the campaign captures the energy of a generation ready to take risks and own their moment — asking every young Indian a simple question: If not you, then who?