Seagram’s Royal Stag Packaged Drinking Water has launched its new brand campaign, Live It Large, marking a fresh phase in its brand journey and targeting India’s emerging “Generation Large” with a message of ambition and individuality. The campaign features a diverse mix of personalities, including cricketers Rohit Sharma and Jasprit Bumrah, rapper Badshah, actors Sidharth Malhotra and Naga Chaitanya, and gamer Payal Dhare. Each represents the brand’s philosophy of confidence, self-expression, and redefining success.
Set in a conceptual “Land of Large,” the campaign film showcases India’s cultural diversity—from North India’s “tashan” to the South’s tech-driven vibrancy, the East’s music, and the West’s rustic energy. The narrative highlights how different regions interpret the idea of “living large” in their own way. The campaign will roll out across television, digital, print, and outdoor platforms. Debasree Dasgupta, Chief Marketing Officer at Pernod Ricard India, said the initiative aims to celebrate multiple paths to success and strengthen Royal Stag’s position as a cultural icon.
Celebrities associated with the campaign echoed similar sentiments. Rohit Sharma called it a “philosophy of backing yourself,” while Sidharth Malhotra and Badshah emphasised ambition and individuality. Bumrah highlighted discipline, and Naga Chaitanya and Payal Dhare spoke of cultural relevance and breaking barriers.
