Tribute to the Naya Sher: Royal Challenge Packaged Drinking Water unveils India’s largest freestanding Anamorphic installation featuring Virat Kohli

On the eve of the cricketer’s 35th birthday, the brand has also set up spaces for artists to unveil graffiti featuring him in the Naya Sher avatar.

Amidst the cricket season's spellbinding hold on cricket enthusiasts, get ready to '#CHOOSEBOLD' and dive into a world of cricketing brilliance, artistry, and unbridled enthusiasm. Royal Challenge Packaged Drinking Water is proud to unveil the country’s largest freestanding 3D Anamorphic Hoardings in Mumbai and Hyderabad. In celebration of the incredible performance of the Indian cricket team, Royal Challenge is proud to unveil a series of exciting Anamorphic 3D displays across the nation that will leave you in awe.

Further, in a tribute to the Naya Sher, Virat Kohli on the eve of his 35th birthday, the brand has also dedicated space to artists by unveiling a breathtaking Graffiti display featuring him in all his glory illuminating the streets of Thane, Nagpur, Nasik, Secunderabad and Warangal.

Ruchira Jaitly, Chief Marketing Officer, Diageo India said “We are immensely excited to showcase the fusion of innovation and artistry through an anamorphic display and graffiti art featuring Virat Kohli, an exceptional cricketer known for his bold choices. Royal Challenge Packaged Drinking Water believes in truly choosing bold and this installation is a testament of it! It is the largest freestanding anamorphic installation in the country so far. This innovation not only sets us apart but also reflects our brand's spirit and we're thrilled to share it with the world, inviting everyone to experience it."

Unveiling an amalgamation where cricket seamlessly merges with art, and every nook radiates with lively colors, boundless energy, and the indomitable spirit of the Naya Sher! Royal Challenge Packaged Drinking Water extends a warm invitation for you to participate in this exhilarating cricket celebration with us in your city.

Varun Koorichh, Vice President Marketing at Diageo India, said “The unveiling of Royal Challenge Packaged drinking water’s anamorphic display and graffiti art featuring Virat Kohli is a testament to our commitment to pushing the limits of technology and artistic expression. We are also proud that this is now the country’s largest freestanding anamorphic installation, reflecting our values of Choosing Bold in every moment. This aligns seamlessly with the cricket season, offering a unique opportunity for fans and cricket enthusiasts to immerse themselves in the true magic of cricket.”

The anamorphic installation was ideated and executed in partnership with Swordfish Events & entertainment. Speaking about the same, Roshan Netalkar, Managing Director, Swordfish Events & Entertainment said, "At Swordfish, we always believe in the usage of immersive technology for storytelling. The opportunity presented itself with an iconic brand like Royal Challenge and its brand Ambassador Virat Kohli as a part of the World Cup campaign with the largest free-standing anamorphic installation in the country so far, in two cities - Mumbai and Hyderabad simultaneously. These installations stand 30ft tall and 75ft in length and was conceptualised and executed in record time." -.

Royal Challenge Packaged Drinking Water truly believes in coming together to soak in the magic of cricket and send a resounding cheer to the Indian cricket team. We believe that the enthusiasm serves as a strong testament to our unwavering support for our cricket heroes, conveying our steadfast belief in their triumph.