MAM
Mortal joins Smriti Mandhana in Royal Challenge’s new bold campaign
MUMBAI: If confidence had a catchphrase, this one would shout it from the rooftops. In a telling sign of how India’s idea of ambition is being rewritten, esports icon Naman Mathur, better known as Mortal, has stepped into the mainstream spotlight alongside cricketer Smriti Mandhana, youth icon Rannvijay Singha and rapper Srushti Tawde for Royal Challenge Packaged Drinking Water’s latest campaign, Main Nahi Toh Kaun Be.
The campaign is less about applause and more about agency. Built around Srushti Tawde’s punchy anthem of the same name, it nudges the narrative away from inherited expectations and social approval towards a more personal question: if you don’t back yourself, who will? The film positions boldness not as rebellion, but as resolve.
Mortal’s presence marks a watershed moment for Indian esports. As co founder of S8UL Esports and one of the country’s most respected gaming creators, his journey from mobile gaming to representing India on global esports stages mirrors the campaign’s core idea. In 2024, he was named Esports content creator of the year at the global Esports Awards, a milestone that underlines how unconventional careers are now firmly part of India’s success story.
In the film, the four protagonists move through their own arenas. Mandhana commands the cricket field, Rannvijay leans into his trademark grit, Mortal plots strategy mid gameplay, and Srushti delivers verses that crackle with individuality. Different worlds, one common thread: belief forged through pressure, persistence and choice.
For Mortal, the line resonates beyond the screen. He describes gaming as a test of mindset as much as skill, where strategy, patience and self belief decide outcomes long before results do. In that sense, the campaign’s rallying cry becomes a reminder to trust the grind, whether the battlefield is digital, creative or sporting.
The timing is no coincidence. According to the FICCI EY Media and Entertainment Industry Report 2025, the number of brands investing in esports is expected to rise from 68 in 2024 to 75 in 2025, reflecting the sector’s growing cultural and commercial pull. Royal Challenge Packaged Drinking Water has already been active in this space, from setting up a Cricket Gaming Zone with Nodwin Gaming at Mumbai Comic Con 2025 to hosting branded game nights and collaborating with Indian gaming creators.
Speaking on the campaign Diageo India vice president for marketing and portfolio head premium and luxury Varun Koorichh said the idea builds on the brand’s broader Choose Bold journey. He noted that boldness today is no longer confined to traditional stages, but is visible wherever ambition meets pressure, from cricket pitches to esports lobbies and creator economies.
By bringing together figures from sport, music, television and gaming, Main Nahi Toh Kaun Be reflects a generation that is less interested in permission and more focused on conviction. It frames success not as a handed down script, but as something written in real time, by those willing to step up and own their moment.
In that sense, the campaign lands its message cleanly. Boldness is not about noise or notoriety. It is about showing up, backing yourself and asking the only question that matters, if not you, then who?
MAM
Mangaldeep partners with Vrindavan Vibes at ISKCON Vrindavan event
Fragrance brand backs youth led kirtan gathering that drew 4000 plus devotees.
MUMBAI: If devotion had a soundtrack, Vrindavan recently turned the volume up. Mangaldeep Incense has partnered with Vrindavan Vibes at ISKCON Vrindavan, an emerging devotional gathering that blends traditional kirtans with a youthful, community driven atmosphere. The first day of the celebrations alone drew more than 4000 devotees, signalling the growing appeal of participatory spiritual events among younger audiences.
More than a festive collaboration, the association reflects a broader cultural shift in how spirituality is being experienced today. Vrindavan Vibes Jamming, described as a kirtan utsav, brings together youth, families and devotees for collective singing within a sacred temple setting, turning devotion into a shared, immersive experience.
For Mangaldeep, the partnership positions the brand as a long term enabler of community led devotion. Vrindavan, long regarded as the spiritual home of Lord Krishna, remains a vibrant centre for bhajans, temple gatherings and devotional music that attracts pilgrims and visitors from across the country.
As part of the collaboration, Mangaldeep has introduced a fragrance led experience within the venue. This includes ambient fragrance pillars designed to enhance the devotional ambience, a curated Khusbhoo Path experience, a selfie booth for visitors to capture shared memories, and specially designed souvenirs for devotees attending the event.
Mangaldeep divisional CEO of the matches and agarbatti division Rohit Dogra said the initiative reflects the changing ways in which faith is being expressed.
“At Mangaldeep, devotion has always been at the heart of everything we do. Today we are witnessing a beautiful shift in how spirituality is expressed, particularly among young India where bhajans and kirtans are becoming vibrant collective experiences of faith and belonging. Our partnership with ISKCON Vrindavan for Vrindavan Vibes reflects this evolution,” he said.
Bhajan and kirtan gatherings are increasingly emerging as spaces for emotional connection and cultural identity, especially for younger audiences looking for a sense of grounding in an otherwise fast paced world. Participants at the event described the gathering as a moment of calm and shared joy, as chants and music brought thousands together in a collective expression of faith.
By aligning with Vrindavan Vibes, Mangaldeep is positioning itself not just as an incense brand, but as a facilitator of shared spiritual experiences, extending its presence from homes and temples to large scale community led devotional platforms.
