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Seagram’s Royal Stag launches ‘Live It Large’ campaign featuring Rohit Sharma & other icons
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Saturday, 07 March, 2026, 08 : 00 AM [IST]
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Our Bureau, New Delhi
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Seagram’s Royal Stag Packaged Drinking Water has unveiled its new brand campaign, Live It Large, marking a significant evolution in its positioning and celebrating the bold, expressive spirit of what it calls “Generation Large.”
The campaign features a diverse line-up of celebrities across sports, music, films and gaming, including Indian cricketers Rohit Sharma and Jasprit Bumrah, rapper Badshah, actors Sidharth Malhotra and Naga Chaitanya, and gamer Payal Dhare. Each personality represents ambition, individuality and confidence aligned with the brand’s philosophy.
Set in a conceptual ‘Land of Large’, the campaign film travels across regions to depict how different parts of India interpret success and aspiration through their unique cultural lenses — from North India’s flair to the South’s blend of technology and celebration, the East’s music culture and the West’s rustic vibrance. The message, encapsulated in the line “yahan, bus large chalta hai”, underscores the brand’s focus on self-belief and fearless ambition.
The campaign will be rolled out through a 360-degree marketing strategy spanning television, digital platforms, print and outdoor media to engage young consumers nationwide.
Debasree Dasgupta, Chief Marketing Officer at Pernod Ricard India, said the new campaign builds on Royal Stag’s legacy of celebrating dreams and achievement while reinforcing its ambition to evolve from a category leader into a cultural icon.
Brand ambassadors echoed the sentiment, highlighting themes of confidence, perseverance and authenticity. The campaign positions Royal Stag as a catalyst for inspiring India’s youth to think big, pursue diverse paths to success and truly “Live It Large.”
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