Royal Challenge Packaged Drinking Water has partnered with homegrown streetwear label Gully Labs to launch a limited-edition sneaker as part of its ‘Choose Bold’ campaign. The collaboration brings the brand’s messaging around self-expression into India’s growing streetwear and sneaker culture.
The collaboration features Varun Sood and Karan Tacker, who front the campaign and represent different expressions of individuality and personal style.
Royal Challenge Packaged Drinking Water has previously engaged with youth culture through its presence across cricket, esports and other cultural spaces. With the Gully Labs collaboration, the brand is extending the ‘Choose Bold’ campaign into streetwear through a limited-edition footwear release.
Leather and Denim Sneaker
At the centre of the collaboration is a leather-and-denim sneaker based on Gully Labs’ Baaz silhouette. The design combines leather with denim and features signature #ChooseBold embroidery on the back tab.
The sneaker is designed with elements intended to reflect contemporary streetwear, while its packaging also forms part of the collaboration.
Gully Labs has developed its identity around India-inspired sneaker designs, incorporating street culture, craft and individual expression into its products.
Brand and Creative Perspectives
Aanandita Datta, VP Marketing, Diageo India, said:
“Boldness has never been about fitting a particular mould; it’s about having the conviction to define your own. As the cultural codes of young India evolve, we see an opportunity for Royal Challenge Packaged Drinking Water to express ‘Choose Bold’ in new and unexpected spaces. Bringing together Gully Labs with personalities who embody that same spirit of individuality allows us to take the philosophy from something we communicate to something people can experience and express for themselves. This is how we see brand continuing to build relevance, by participating in culture, while also helping shape what comes next.”
Arjun Singh, Founder, Gully Labs, said:
“Royal Challenge Packaged Drinking Water has always managed to create something cool and lasting with Indian culture, that spans across cricket to music. With this collaboration, we are proud to enable it for sneaker culture as well, bringing their ‘Choose Bold’ philosophy to life through a spectacular creation that carries this strong legacy forward.”
Varun Sood said:
“I’ve always been drawn to things that combine performance with personality, which is what stood out to me about this sneaker. It has the edge and attitude you want from a streetwear piece, but it’s also something you can genuinely live in. For me, that’s what ‘Choose Bold’ means – being confident enough to make your own choices, whether that’s on the field, in your style or in everyday life. This collaboration brings that attitude together in a way that feels very natural.”
Limited-Edition Release
The Royal Challenge Packaged Drinking Water × Gully Labs sneaker will be released as a limited-edition drop of 500 pairs. The collection will be available through boldsneakers.in.
The collaboration brings together packaged drinking water branding, streetwear, sneaker culture and sports-led youth culture through a limited-edition footwear release. It also marks Gully Labs’ involvement in translating the ‘Choose Bold’ campaign into a sneaker-focused collaboration.
