Seagram’s Royal Stag Packaged Drinking Water has launched the “Royal Stag Code of Large” (#RS Code), a data-driven campaign in partnership with former India captain Rohit Sharma and mental conditioning coach Paddy Upton, aimed at decoding the principles behind sustained success. The initiative analyses Rohit Sharma’s cricketing career through data science to identify four defining traits—Selfless, Driven, Fearless, and Inspiring—which the brand says form the foundation of success both on and off the field.
The campaign features a digital-first rollout including teaser videos, a talk show hosted by Vikram Sathe, and the unveiling of an AI-powered #RSCode Finder that allows fans to discover their personalised “Code of Large” through an interactive questionnaire. Participants receive customised video messages from Rohit Sharma, enhancing fan engagement. The initiative also includes appearances by cricketer Suryakumar Yadav, reinforcing the campaign’s inspirational messaging. Pernod Ricard India CMO Debasree Dasgupta said the platform empowers individuals to craft their own success journeys aligned with the brand’s “Live It Large” philosophy.
The campaign is expected to gain strong traction in Kolkata, where cricket-centric brand engagements traditionally see high consumer participation. Retailers and distributors anticipate that the digital-led fan-engagement initiative will boost brand visibility and drive consumer connect across urban youth segments in the region.
