Mumbai: ADS Spirits’ youth-focused brand Royal Green has unveiled a new brand philosophy with the launch of its #LiveUpSuccess campaign, anchored by a dynamic digital brand film. Marking a shift from its earlier positioning of “Taste the Success” to “Live Up Success,” the campaign reflects the evolving mindset of Gen Z and young millennials, for whom success is no longer a single destination but a collection of everyday moments and personal milestones.
The refreshed positioning captures how today’s young consumers define ambition through late-night efforts, passion projects, creative collaborations and personal growth journeys. With “Live Up Success,” Royal Green celebrates these small yet meaningful wins that shape identity and progress, positioning itself as a crafted companion for authentic, everyday celebrations rather than only landmark achievements.
The campaign comes to life through a fast-paced brand film that mirrors the unfiltered rhythm of modern achievers. Set against moments of late-night edits, creative breakthroughs, self-doubt, collaboration and resilience, the film portrays success as something lived in real time. Through lived-in visuals, rapid cuts and relatable characters, Royal Green reinforces the idea that success is built through persistence and micro-achievements.
Commenting on the repositioning, Paras Maan, Chief Operating Officer, ADS Spirits, said, “This repositioning is more than a tagline shift, it’s a reset in how we show up for the next generation. Success looks different for everyone today. It’s personal, chaotic, and ever evolving. ‘Live Up Success’ is about recognising that – honouring the hustle, the near-misses, and the tiny triumphs that mean the most. With ‘Live Up Success,’ we’re celebrating not just the big milestones but the courage to try, the persistence to keep going, and the joy in building something meaningful. Royal Green is your crafted companion for these authentic, everyday celebrations.”
The #LiveUpSuccess movement will be amplified through an integrated brand ecosystem spanning digital reels, creator-led storytelling, short-form films, culturally relevant collaborations and enhanced retail visibility. The campaign aims to put the voices and lived realities of young Indians at the centre, strengthening Royal Green’s connection with a generation that believes success is something to be lived, not waited for.
