Seagram’s Royal Stag Packaged Drinking Water has launched its festive campaign, “This Festive Season, Let’s Celebrate the Large in Everyone”, celebrating the individuals whose unique personalities and energy make festive gatherings memorable.
The campaign highlights people who bring friends and families together, enliven celebrations and create lasting memories. Featuring cricketer Rohit Sharma, actor-comedian Rahul Dua and actor Maanvi Gagroo, the campaign’s theme film is now available on the brand’s social media handle, royalstagliveitlarge.
A key feature of the initiative is an artificial intelligence-powered activation that allows consumers to create personalised festive video greetings featuring Rohit Sharma. Users can visit royalstagliveitlarge.com or scan QR codes at brand touchpoints to generate messages for friends and family.
Debasree Dasgupta, Chief Marketing Officer of Pernod Ricard India, said the campaign gives a more personal expression to the brand’s philosophy of #CelebrateLarge by using generative AI to help people appreciate their loved ones.
Abhijeet Ray, National Creative Director at Dentsu Creative Web Chutney, said the initiative was designed to make festive greetings more personal by combining a human insight with generative AI technology.
The campaign is being rolled out across digital platforms, print and outdoor media. It aims to encourage consumers to recognise and celebrate the special qualities that individuals bring to their relationships and gatherings.
