At a time when cricket fever is at its peak, Seagram’s Royal Stag Packaged Drinking Water has unveiled the Royal Stag Code of Large (#RS Code), a first-of-its-kind, data-backed initiative with brand ambassador and former team India captain Rohit Sharma and mental conditioning coach Paddy Upton.
The #RSCode is the outcome of an in-depth data analysis of Rohit Sharma’s career using data science combined with Royal Stag’s brand ethos centered around celebrating the philosophy of Living in the moment and Living it Large. The process unearthed 4 unique personality traitsthat lay the foundation of decoding success, the manifestation of which would be unique to every individual.
The four defining traits consistently underpin Rohit’s success — traits that are a true reflection of Royal Stag’s long-standing philosophy.
To bring credibility to the whole initiative, the campaign features Paddy Upton, who anchors the initiative as a subject-matter expert, translating performance data into meaningful insights.
This RS Code is built on four traits — Selfless, where team success always outweighs personal milestones; Driven where every moment is celebrated and is seen as the stepping stone for a new beginning; Fearless, which tests one’s ability to adapt to higher responsibilities and Inspiring, where one’s leadership is not only motivational but contagious. Together, these form the Royal Stag Code of Large, #RSCode, a philosophy that transcends beyond cricket and applies to life.
The RS Code is brought to life through a phased, digital-first campaign designed to build intrigue and engagement. It began with a teaser by Rohit Sharma and Paddy Upton, which sparked curiosity around the RS Code, followed by the official reveal through a high-impact Talk show between Rohit Sharma, Paddy Upton hosted by Vikram Sathe. It seamlessly blends data-backed insights with storytelling and real moments, including a surprise appearance by Suryakumar Yadav that reinforces the ‘Inspiring’ trait of the RS Code.
The campaign is powered by an innovative AI‑driven #RSCode Finder that invites audiences to discover their own personalised Code of Large. By answering a few simple questions, consumers can decode their unique code, which is then revealed through a personalised video message from Rohit Sharma – creating a highly engaging and personal brand experience.
Speaking about the campaign, Debasree Dasgupta, Chief Marketing Officer, Pernod Ricard India, said, “Speaking about the campaign, 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.”
