Seagram’s Royal Stag Packaged Drinking Water announced the launch of its new brand campaign, Live it Large. Marking a significant evolution in the brand’s journey, this campaign brings alive the fearless and expressive attitude of today’s generation — Generation Large — that strives to re-define the paths to success. Featuring an eclectic mix of icons across genres —, Rohit Sharma, Jasprit Bumrah, Badshah, Sidharth Malhotra, Naga Chaitanya, and Payal Dhare, each exemplifying the fearless attitude and confident spirit of the brand’s Live It Large philosophy.
Set in the ‘Land of Large’—a vibrant celebration of modern India—the campaign film journeys across regions to showcase how every part of India Lives It Large through its own cultural lens: from the Tashan of North India to South’s vibrant blend of tech and celebration, the music of the East, and the rustic vibrance of the West. Each moment embodies the bold belief that out here, large is the only way to live. The film captures the essence of modern India through a fresh, vibrant, and culturally nuanced lens, reinforcing Royal Stag’s position as a brand that continues to inspire the nation to dream big and Live It Large.
Through these diverse regional celebrations, the campaign film brings to life the brand’s ethos —“yahan, bus large chalta hai!”— encapsulating the unstoppable energy and optimism of India’s New Generation – Generation Large, where ambition takes many forms and success is no longer defined by a single path. Royal Stag reinforces its role as a catalyst for inspiration, encouraging millions to embrace who they are, where they come from, and the dreams they choose to chase.
The campaign will be amplified through a high-impact, 360-degree rollout across TV, digital, print and OOH to ensure the campaign reaches and resonates with Generation Large.
Debasree Dasgupta, Chief Marketing Officer, Pernod Ricard Indiashared “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.”