MUMBAI: GMR Rugby Premier League (RPL) is charging into the national consciousness with a thumping new campaign — Rug Rug Mein Rugby — an audacious attempt to make the gritty, fast-paced sport of Rugby 7s feel as everyday as chai and traffic jams.
Launched by GMR Sports and Rugby India, the campaign leads with a high-energy anthem that celebrates the adrenaline, grit and speed of the game, backed by vibrant visuals and a hook designed to stick. But it doesn’t stop at soundtracks. A witty series of digital films reimagines rugby in everyday Indian scenarios — from a fish-market dive that mirrors a try, to a lift-crasher evoking a ruck. The goal? Make the game less foreign, more fun.
Speaking on the campaign, Rugby India president Rahul Bose said, “With Rug Rug Mein Rugby, we are not just launching a league, we’re launching an emotive appeal to all Indians – Sabke Rug Rug Mein Rugby, India ke Rug Rug Mein Rugby. The theme song exudes all the exciting characteristics of the sport, while this campaign simplifies the game, celebrates the best athletes, and invites all of India to witness this spectacle.”
GMR Sports CMO Sujoy Ganguly said, “At GMR Sports, we are committed to building a strong foundation for rugby in India. This campaign captures the heart and excitement of the sport and makes it accessible to new audiences. It’s a dynamic, high energy launchpad for both the Rugby Premier League and a wider rugby movement in the country.”
The GMR RPL, backed by World Rugby, kicks off its debut season on June 15 at the Mumbai Football Arena with 34 matches lined up. If the campaign’s punchy appeal lands right, rugby might just go from niche to next-big-thing.