Seagram’s Royal Stag Packaged Drinking Water has launched the “Royal Stag Code of Large” (#RS Code), a data-backed marketing initiative developed in partnership with brand ambassador Rohit Sharma and mental conditioning coach Paddy Upton, aimed at decoding the key traits behind sustained success. Based on an in-depth data analysis of Sharma’s cricketing career, the campaign identifies four defining success traits—Selfless, Driven, Fearless, and Inspiring—aligned with the brand’s long-standing “Live It Large” philosophy.
The digital-first campaign began with teaser content featuring Sharma and Upton, followed by an official reveal through a talk show hosted by Vikram Sathe, which blended storytelling with performance insights and included a surprise appearance by Suryakumar Yadav. A central feature of the initiative is the AI-powered #RSCode Finder, an interactive tool that enables consumers to discover their personalised “Code of Large” and receive a customised video message from Rohit Sharma, enhancing audience engagement and brand interaction.
Pernod Ricard India CMO Debasree Dasgupta said the initiative empowers consumers to craft their own success journeys through a technology-enabled platform. Distributors expect the AI-led fan participation model to strengthen brand visibility, boost consumer interaction, and support retail momentum across urban markets in eastern India.
