Seagram’s Royal Stag Packaged Drinking Water has launched the Royal Stag Code of Large (#RS Code), a data-backed marketing campaign featuring brand ambassador and former Team India captain Rohit Sharma and mental conditioning coach Paddy Upton.
Conceptualised by FCB Neo, the campaign shifts the brand’s focus from celebrating success to decoding it. It translates the long-running ‘Live It Large’ philosophy into a personalised and interactive experience for cricket fans.
The campaign is built on the insight that success follows a recognisable pattern or ‘code’. The initiative began with a data-led analysis of Rohit Sharma’s cricketing journey. This analysis was combined with performance frameworks developed with Paddy Upton to examine the processes and behavioural patterns behind success. The outcome was the Royal Stag Code of Large, a framework designed to interpret the mindset and personality traits that contribute to achievement.
The analysis identified four core personality traits that underpin Rohit Sharma’s success: Selfless, Driven, Fearless and Inspiring. While these traits define the Royal Stag Code framework, the brand positions them as qualities that manifest differently for every individual. The structure aligns with Royal Stag’s long-standing ‘Live It Large’ positioning.
At the centre of the campaign is the AI-powered RS Code Finder, an interactive digital experience that translates the framework into a personalised engagement tool. Users answer four questions on the platform, after which artificial intelligence maps their responses against success archetypes derived from the Royal Stag Code model. Based on the responses, each user receives their own ‘Code of Large’.
The experience culminates in a personalised video message from Rohit Sharma, designed to create a direct and engaging brand interaction. By combining data analysis, artificial intelligence and celebrity participation, the campaign aims to create a mass-personalised experience for cricket fans.
Debasree Dasgupta, chief marketing officer, Pernod Ricard India said, “Royal Stag, as a partner of ICC, allows us to deliver a truly “Live it large” experience to die-hard cricket fans everywhere. This year, we are giving each fan the power to craft their own Live It Large Story through this unique AI platform that integrates with the brand’s commitment to relishing every moment in their journey to success. The Royal Stag Code brings our ‘Live It Large’ philosophy to life in a meaningful way. By decoding Rohit Sharma’s success through a data-driven approach, we are empowering individuals to follow their own path to success and live life large.”
The campaign rollout began with teaser content featuring Rohit Sharma and Paddy Upton, designed to build curiosity around the RS Code concept. This was followed by the official reveal through a talk show format featuring Rohit Sharma and Paddy Upton, hosted by Vikram Sathe.
Distributed across digital platforms and social media, the campaign is supported by a 360-degree activation strategy. Fans are encouraged to discover and share their personalised Codes on social platforms, generating user-generated content and extending campaign reach.
By combining storytelling, data analytics and AI-powered personalisation, Royal Stag positions ‘Live It Large’ as an interactive movement rather than a static brand message, encouraging consumers to interpret and share their own path to success.
