The incident stirred a controversy back home as Indian fans and some former legends of the game criticised Nakamura’s actions, calling them unsportsmanlike. However, Nakamura later clarified that it was all pre-planned by the organisers and was done to entertain spectators.
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'Others dance to celebrate, but I move like a king': Gukesh's viral ad appearance wins the internet
World Chess Champion D Gukesh has gone viral with his new ad, with fans flooding the internet with jokes and memes in response to the advertisement. This comes just days after the king-toss controversy involving Hikaru Nakamura.
World Chess Champion D Gukesh has become the talk of social media after his recent appearance in an advertisement. The short clip, which is going viral, shows Gukesh giving a unique take on what it means to be a champion. The promotional video was recently released by the chocolate brand KitKat.
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In the ad, Gukesh says, “You know what it takes to win a gold? Never having a break from the board. For champs like me, only winning can light my world up. Others dance to celebrate, but I move like a king. Eyes on gold always, no breaks.... Find the Golden KitKat to win gold.”
More from ChessFans react to Gukesh's viral ad
Fans have loved the ad for showing a different side of the young chess prodigy. Many social media users have shared jokes, memes, and reactions on the ad featuring the Indian Grandmaster. One user even praised the advertiser for choosing a non-cricket sportsperson for the ad.
Meanwhile, Gukesh was recently seen participating in the high-profile Checkmate: USA vs India match in Arlington, Texas, where Team USA defeated Team India 5-0. In one of the games, American GM Hikaru Nakamura delivered a dramatic checkmate against Gukesh, and then grabbed his king and tossed it into the crowd.
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First Published:Oct 14, 2025, 16:35:41 IST
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