Seagram’s Royal Stag Packaged Drinking Water has unveiled its new brand campaign, ‘Live It Large’, marking a fresh chapter in the brand’s journey as it targets what it calls “Generation Large”.
The campaign film features a diverse mix of cultural icons including cricketers Rohit Sharma and Jasprit Bumrah, rapper Badshah, actors Sidharth Malhotra and Naga Chaitanya, and gaming creator Payal Dhare. Each personality represents the brand’s ‘Live It Large’ philosophy, highlighting confidence, individuality and ambition.
Set in what the brand describes as the ‘Land of Large’, the campaign travels across different regions of India, portraying how people from across the country live life on their own terms. From the swagger of North India to the South’s mix of technology and celebration, the East’s musical spirit and the rustic vibrancy of the West, the film celebrates diverse cultural expressions while reinforcing the brand’s belief that “yahan, bas large chalta hai”.
Debasree Dasgupta, Chief Marketing Officer, Pernod Ricard India shared “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.”
Indian cricketer Rohit 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."
Actor Sidharth Malhotra expressed his excitement about the partnership, saying: “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.”
Rapper Badshah shared, “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.”
Indian pacer Jasprit Bumrah, 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.”
Actor Naga Chaitanya reflected on the collaboration: “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.”
Gamer Payal 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.”
Through these regional narratives, the campaign seeks to capture the optimism and drive of modern India, positioning Royal Stag as a brand that encourages consumers to pursue success in their own way and embrace their ambitions.
The campaign will be amplified through a 360-degree rollout across television, digital, print and out-of-home platforms to reach audiences across the country.
