Mumbai: Royal Stag Packaged Drinking Water from Pernod Ricard India has unveiled the Royal Stag Code of Large (#RSCode), a first-of-its-kind data-backed campaign featuring brand ambassador and former Rohit Sharma along with renowned mental conditioning coach Paddy Upton.
Conceptualised by FCB Neo, the campaign aims to move beyond celebrating success to decoding it, transforming the brand’s iconic ‘Live It Large’ philosophy into a personalised and relatable experience for cricket fans.
The initiative is built on the insight that success follows a distinct code. The campaign began with a data-led analysis of Rohit Sharma’s cricketing journey combined with performance frameworks developed with Paddy Upton. The exercise decoded the “how” behind achieving success and led to the creation of the Royal Stag Code of Large.
The process identified four core personality traits that underpin Rohit Sharma’s success — Selfless, Driven, Fearless and Inspiring — which align closely with the brand’s long-standing philosophy. The campaign positions these traits as foundational principles that individuals can adapt in their own journey toward success.
At the heart of the campaign is the AI-powered RS Code Finder, an interactive tool that translates the philosophy into a mass-personalised digital experience. Users answer four questions, after which AI maps their responses against success archetypes derived from the Royal Stag Code framework. Each participant then discovers their own “Code of Large,” revealed through a personalised video message from Rohit Sharma.
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 featuring Rohit Sharma and Paddy Upton that sparked curiosity around the RS Code. This was followed by the official reveal through a talk show hosted by Vikram Sathe, featuring conversations with Rohit Sharma and Paddy Upton.
The initiative has been rolled out across digital platforms and social media through a 360-degree activation plan encouraging cricket fans to share their personal “Code of Large” online. The approach aims to drive user-generated content and turn consumers into active participants in the campaign.
By combining storytelling, data and AI, Royal Stag seeks to transform its ‘Live It Large’ philosophy from a brand message into an interactive movement, inspiring fans to discover and celebrate their own code for success.
