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
Media Expo Mumbai 2026 to spotlight booming digital signage sector
57th edition at BEC expects 140 plus exhibitors and 350 plus products from 9 to 11 April.
MUMBAI: India’s outdoor advertising just lit the fuse on a billion-dollar glow-up because when billboards go digital, even the walls start selling dreams. The 57th Media Expo Mumbai will take place from 9–11 April 2026 at the Bombay Exhibition Centre, bringing together the fast-evolving world of digital signage, LED systems, POP/POSM solutions and sustainable visual communication technologies.
Organised by Messe Frankfurt, the three-day event will cover 15,000 sqm and feature over 140 exhibitors representing more than 250 brands, including major players such as HP, Epson India, Colorjet, Mimaki, Garware and Pidilite. International participation from China, Italy and South Korea will add global flavour to the showcase of 350 plus cutting-edge products.
Messe Frankfurt Asia Holdings Ltd, executive director Raj Manek said, “The industry has decisively embraced digital transformation. We are at a pivotal juncture where signage is no longer just a nameplate, but a versatile ecosystem spanning interior décor and massive OOH media.”
The expo arrives as India’s outdoor advertising market is projected to nearly double from $576.3 million in 2025 to $1,075.5 million by 2033, growing at a compound annual rate of 8.2 plus, according to Grand View Research. Rising commercial construction, retail expansion and demand for immersive, eco-conscious displays are fuelling the surge.
Small and medium enterprises remain the backbone of the sector, supplying innovative solutions for everything from high-tech films to adhesives. The event provides a key platform for these players to connect with global technology and showcase products that power India’s visual communication landscape.
From flashing LEDs that turn shopfronts into storytellers to sustainable materials that keep the planet breathing, Media Expo Mumbai 2026 isn’t just a trade show, it’s where the future of how brands shout, whisper and seduce gets its annual dress rehearsal.
