Royal Challenge Signs Esports Star Mortal for National Campaign

Royal Challenge Packaged Drinking Water has enlisted Naman "Mortal" Mathur, one of India's most prominent gaming and esports figures, for its latest marketing push, signaling mainstream recognition of gaming's cultural footprint among the country's youth.

Mortal joins cricketer Smriti Mandhana, television personality Rannvijay Singha, and rapper Srushti Tawde in the brand's "Main Nahi Toh Kaun Be" campaign. The Hindi phrase, roughly translating to "If not me, then who," positions self-determination as the campaign's central theme.

The S8UL Esports co-founder represents a growing cohort of professional gamers who have converted what was once considered a recreational activity into viable careers. He won the Esports Content Creator of the Year award at the 2024 Esports Awards, an international recognition program for the gaming industry.

"Gaming has never just been about winning, it's about the mindset," Mathur said in a statement. "Every match is a test of strategy, patience and self-belief."

Royal Challenge and Mortal Partnership Reflects Rising Brand Investment in Indian Gaming

The campaign reflects a broader shift in brand strategy as companies seek to reach India's digitally-native demographic. According to the FICCI EY Media and Entertainment Industry Report 2025, the number of brands investing in esports is projected to increase from 68 in 2024 to 75 in 2025.

Varun Koorichh, Vice President Marketing at Diageo India, which owns Royal Challenge, said the campaign addresses changing definitions of achievement. "Being bold is no longer limited to the big screen or the big stage," Koorichh said.

Royal Challenge has previously engaged with gaming audiences through activations with NODWIN Gaming, including a cricket-themed gaming zone at Mumbai Comic Con 2025. The company has also worked with gaming content creators on branded programming.

The campaign's multi-platform approach, featuring a music video with Tawde's anthem, reflects how consumer brands are adapting marketing strategies to reach audiences fragmented across traditional and digital media. By pairing an esports figure with established sports and entertainment personalities, Royal Challenge positions gaming as equivalent to conventional celebrity categories.

The inclusion of a gaming professional in a national consumer campaign marks a notable development for India's esports industry, which has sought mainstream legitimacy as it professionalizes. Whether this signals sustained brand investment in the sector will depend on measurable returns from youth demographics.