New Delhi: Seagram’s Royal Stag Packaged Drinking Water has unveiled its new ‘Live It Large’ brand campaign, bringing together a diverse mix of cultural icons including Rohit Sharma, Jasprit Bumrah, Badshah, Sidharth Malhotra, Naga Chaitanya, and gaming creator Payal Dhare. The campaign celebrates ambition, individuality and the fearless spirit of what the brand calls Generation Large.
Marking a significant evolution in the brand’s journey, the campaign reflects the expressive and confident attitude of today’s generation that is redefining the paths to success. Each of the six personalities represents a different field and region, embodying the brand’s philosophy of living life boldly and unapologetically.
Set in the “Land of Large,” the campaign film travels across regions of India, showcasing how different parts of the country interpret the idea of living large through their own cultural identities. From the tashan of North India to the tech-meets-celebration culture of the South, the musical vibrancy of the East, and the rustic energy of the West, the narrative highlights the many ways ambition and success are celebrated across the country.
Through these regional expressions, the campaign reinforces the brand’s ethos — “yahan, bus large chalta hai!” — capturing the optimism and dynamism of India’s new generation, where success is no longer defined by a single path but by the courage to follow one’s own journey.
The campaign will roll out through a 360-degree integrated marketing strategy, spanning television, digital platforms, print and out-of-home (OOH) media to reach audiences across the country.
Debasree Dasgupta, Chief Marketing Officer, Pernod Ricard India shared, “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.”
