The campaign aims to help the brand adopt a modern and fresher narrative which is relevant to the younger generation, the ‘Generation Large’
Seagram’s Royal Stag is embarking on a transformational journey with the launch of its new ‘Live It Large’ campaign.
This campaign aims to embody the spirit and attitude of today’s generation, the Generation Large that strives to re-define the paths to success. It features actor Ranveer Singh.
Exemplifying the attitude of the brand’s campaign, “We Want It All, We Want It Aaj. We Are Generation Large!”, Singh also illustrates Royal Stag’s evolved new philosophy – “It’s Our Life. We Live It large.”
The film also features cricketers, Suryakumar Yadav and AB De Villiers.
With this new campaign, the brand aims to strengthen its position as the voice of Generation Large, a generation that creates trends and are seen as trailblazers. The campaign also enables the brand to take the next step towards enhancing connect with the young audience who crave social currency and vicarious thrills.
The new campaign integrates three important tenets of the brand: the Generation Large philosophy; the Live It Large gesture, the de-facto ritual of the Generation Large and the Golden Stag brand iconography.
The Live It Large gesture is a reflection of how the Generation Large zooms into each moment of their life and lives them to the fullest; it’s also a natural gesture for today’s digital-native audience.
The campaign will be amplified on all major platforms cutting across TV, digital, print and OOH.
Kartik Mohindra, CMO, Pernod Ricard India, said, “Royal Stag has always been an iconic brand with a young heart that inspires us to live it large. Our latest campaign captures the spirit of today’s generation which does not hold back, embodies self-belief and wants to maximise life experiences. The new campaign unveils a distinctive and youthful visual identity that’s fresh, energetic, and most importantly embodies the ethos of this new generation, the Generation Large. It will give further impetus to the brand’s transformational journey as it transcends from being a category leader to a cultural icon, emboldening what we stand for at Pernod Ricard, being ‘Bigger. Bolder. Better.’ Truly, this campaign has it all to propel the brand into new horizons and conquer new frontiers.”
Singh said, “I wholeheartedly resonate with Royal Stag’s new ‘Live It Large’ philosophy. It’s the philosophy of my life as well. It is all about embracing each moment and giving your best to it. It is amazing to see how an iconic brand like Royal Stag is evolving with times to connect with its audience on a deeper level. The campaign film is youthful and energetic, a true reflection of my way of life.”
