Seagram’s Royal Stag Packaged Drinking Water has launched a new brand campaign titled ‘Live It Large’, marking the next phase of the brand’s marketing journey. The campaign positions the brand around the ambition and expressive spirit of what it calls ‘Generation Large’, a group that seeks to redefine traditional ideas of success.
The campaign film features a mix of personalities from sport, entertainment and gaming, including Rohit Sharma, Jasprit Bumrah, Badshah, Sidharth Malhotra, Naga Chaitanya and Payal Dhare. Each personality represents a different discipline and region, reinforcing the campaign’s message that ambition and achievement can take many forms.
Set in a conceptual setting called the ‘Land of Large’, the campaign film highlights cultural expressions across India. The narrative moves through regions to depict distinct cultural identities, from the ‘Tashan’ of North India to the South’s blend of technology and celebration, the musical culture of the East and the rustic vibrance of the West. Through these settings, the film attempts to present a contemporary view of India while reinforcing the brand’s positioning around aspiration and individuality.
The campaign communicates the brand line ‘yahan, bus large chalta hai!’ to encapsulate the idea that ambition is expressed differently across the country. By featuring diverse cultural backdrops and personalities, the film aims to reflect the energy and optimism associated with younger consumers.
The campaign will be rolled out through a 360-degree media strategy spanning television, digital platforms, print and out-of-home advertising. The multi-platform amplification is designed to expand the campaign’s reach among younger audiences across markets.
Debasree Dasgupta, chief marketing officer at Pernod Ricard India, said: “Royal Stag has always celebrated the spirit of dreaming, achieving, and Living It Large. With our new campaign, we are taking this philosophy a step further— capturing the energy, passion, and cultural vibrancy of today's Generation and embodies the ethos of this new generation, Generation Large. By bringing together six icons from different fields and regions, we're showing that Living It Large isn't about conforming to one definition—it's about owning your journey. This campaign captures how every corner of India celebrates ambition through its own cultural lens. It will give further impetus to the brand’s transformational journey as it transcends from being a category leader to a cultural icon continues to inspire India to think large, dream large, and Live It Large.”
Sharma, exclusively managed by RISE Worldwide, said, "Live It Large isn't just a tagline — it's a philosophy. It's about stepping up when it matters, backing yourself even when the odds aren't in your favour, and savouring every moment of the journey. This campaign resonates with me because it speaks to everyone who refuses to play small — on the field, or in life."
Malhotra added: “Royal Stag is all about what I believe in, the courage to try new things and the drive to Live It Large. It’s more than a brand, it’s an attitude that celebrates passion, ambition, and pushing yourself to the next level. I’m excited to be part of a journey that inspires people to dream bigger and live bolder.”
Badshah said, “Living large is all about owning who you are, unapologetically. Doesn’t matter where you start from—what matters is the confidence and the hustle you carry. Royal Stag stands for that same belief, and that’s why I vibe with it. Together, we’re here to celebrate individuality and push people to chase their journey, their way.”
Bumrah, also exclusively managed by RISE Worldwide, said, “To me, living large is about showing up fully every day — with discipline, belief through tough spells, and the joy of giving your all. Royal Stag’s Live It Large campaign reflects that mindset — it’s not just about big moments, but how you approach each one.”
Chaitanya said, “Royal Stag is a brand that stays rooted in culture while constantly moving forward, and that’s what makes it so relevant today. I truly connect with this philosophy, and I’m excited to be part of a brand that reflects these values and connects so meaningfully with today’s youth.”
Dhare added: “Royal Stag embodies the fearless spirit that drives every passionate dreamer. For me, my passion has become my profession. I have broken barriers, challenged stereotypes and redefined success on my own terms. For me, living large is about seizing every opportunity, celebrating every milestone big or small. This is just the beginning of something extraordinary.”
