Beyond cricket: How brand RCB is being built

The men's team is yet to win an IPL title, while the women's team has only recently been the WPL champions. Yet, RCB has managed to build one of the largest fanbases and landed some of the biggest sponsorship deals. What makes the cricket franchise such a coveted brand despite an IPL title drought? Rajesh V Menon, the VP & head of RCB, shares his thoughts