Royal Challenge Packaged Drinking Water, a brand under Diageo India, brought its digital-first gaming initiative—Royal Challenge Game Nights—to Guwahati, marking a significant expansion into the youth-centric entertainment market of the Northeast. Held at Sarokri on GS Road, the event was a high-energy mix of VR cricket, console gaming zones, interactive challenges, and a live screening of a marquee league cricket match. After successful activations in Mumbai and Ludhiana, Guwahati became the latest destination in a nationwide roll-out aimed at engaging India’s rising community of gamers and creators. The initiative aligns with Royal Challenge’s strategy to evolve with modern consumer trends while staying rooted in its sporting legacy.
“Gaming is an organic extension for Royal Challenge– a brand that has always stood at the crossroads of high-energy sport and bold self-expression,” said Varun Koorichh, Vice President – Marketing & Portfolio Head at Diageo. “After years of being deeply rooted in cricket, stepping into the digital arena allows us to channel the same competitive spirit in a contemporary, immersive format. With Royal Challenge Packaged Drinking Water Game Nights, we’re building a platform that brings players together to celebrate the thrill of the game- and to always Choose Bold.”
Guwahati, with its youthful population and growing appetite for digital content, offers fertile ground for such brand experiences. The city’s dynamic mix of creators, tech-savvy youth, and cultural vibrancy makes it a strategic choice for lifestyle and gaming ventures looking to build regional traction. The campaign now heads to Bangalore, continuing its journey across India’s evolving digital landscape.
