Fast d-f emission in Ce3+, Pr3+ and Nd3+ activated RbCl

► Fast d-f luminescence from Ce3+, Pr3+ and Nd3+ doped RbCl has been observed. ► Radiative lifetime of 41 ns for Ce3+ and 17 ns for Pr3+d-f emission in RbCl has been measured. ► Reasons for inefficient energy transfer from the host to the activator ions has been identified.