India, April 10 -- In an unusual cultural outreach ahead of their IPL fixtures, Royal Challengers Bengaluru (RCB) has launched a new campaign to promote Kannada among its non-native-speaking fan base - using jilebis shaped like Kannada words.

Dubbed as a first-of-its-kind initiative in Indian cricket, the campaign aims to familiarise fans with the local language in a format that's both accessible and symbolic. For decades, South Indian languages - particularly Kannada - have been portrayed as difficult to grasp for outsiders. RCB is attempting to turn that perception around using food and fandom.

The edible jilebis, designed in the shapes of Kannada script, are available in limited numbers at the RCB Bar & Cafe in Bengaluru from April 8...