National | March 7, 2026: Seagram’s Royal Stag Packaged Drinking Water has launched the Royal Stag Code of Large (#RS Code), a first-of-its-kind, data-backed campaign featuring brand ambassador and former Team India captain Rohit Sharma, and mental conditioning coach Paddy Upton.
Conceptualized by FCB Neo, the campaign goes beyond celebrating success to decoding it, transforming the brand’s iconic ‘Live It Large’ philosophy into a personalized and relatable experience for cricket fans.
Built on the insight that success always follows a code, the campaign began with a data-led analysis of Rohit Sharma’s journey; combined with performance frameworks developed with Paddy Upton, which decoded the ‘how’ behind achieving big and arrived at the Royal Stag Code of Large. The process uncovered four core personality traits that underpin Rohit’s success, the manifestation of which would be unique to every individual. The four traits – Selfless, Driven, Fearless and Inspiring are a true reflection of Royal Stag’s long-standing philosophy.
The AI-powered RS Code Finder translates this philosophy into a mass-personalized, interactive experience. Users answer four simple questions, and AI maps their responses against success archetypes derived from the Royal Stag Code framework. Each fan then discovers their own Code of Large, revealed through a personalized 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, “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.”
The campaign kicked off 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 was launched on digital platforms and social media with a comprehensive 360-degree activation plan. This encouraged Cricket fans to share their Code on social media, driving user-generated content and turning consumers into active participants in the campaign.
By combining storytelling, data and AI, Royal Stag transformed ‘Live It Large’ from a brand philosophy into a living, interactive movement, inspiring every fan to discover their own Code of Large.
