OVERVIEW
With the launch of the Rugby Premier League (RPL) in India, RMZ acquired a team based in Delhi, marking its entry into the country’s growing sports ecosystem. The objective was clear: to establish the team as a prominent and influential presence within the national sporting landscape.
RMZ recognised a unique opportunity in rugby’s rising appeal-particularly with the league’s dynamic, fast-paced 16-minute match format designed to attract a broader, younger audience. RMZ aimed to build not just a team, but a movement capable of redefining rugby’s place in India.
The challenge was to craft a compelling brand identity that could embody this ambition and resonate with a new generation of fans.
Challenge
Unlike cricket or football rugby lacked a strong cultural or emotional resonance among Indian sports fans. Building a team from scratch required us to craft a bold and emotionally resonant brand identity. Our goal was to create a team persona that not only stood out but also connected deeply with potential fans, giving them a compelling reason to care, support, and rally behind a new and unfamiliar sport.
To inform our creative direction, we began by conducting a comprehensive audit of international rugby teams and popular Indian cricket franchises. This helped us identify recurring themes, cultural cues, and emotional territories that resonated with fans across different sports.
By understanding what drives engagement and loyalty, we were able to uncover distinct opportunities for positioning the team’s name and identity in a way that would feel both fresh and contextually relevant to an Indian audience but also ensure RMZ is embedded in the identity.
The Result / Deliverable
After exploring a wide range of naming options, we arrived at Delhi RedZ—a bold, distinctive identity that strategically positions the team to own a colour deeply associated with passion, pride, and strength in the Indian rugby landscape. The use of the ‘Z’ adds a unique brand signature while subtly nodding to RMZ, creating a meaningful link that resonated with key stakeholders.
This identity aligns with the broader strategic direction: to establish the Delhi RedZ as the cultural and competitive epicenter of Indian rugby. Grounded in Delhi’s relentless spirit and driven by national ambition, the team is positioned not just as a contender, but as a pioneer shaping the sport’s future. Through this, the brand fosters deep emotional resonance, grassroots connection, and an energised fan culture—transforming the RedZ into a powerful symbol of belonging, aspiration, and rising Indian excellence.
