CelebrateLarge with Royal Stag

Kicking off the festive fervour in India, Royal Stag Packaged Drinking Water has unveiled a new campaign titled CelebrateLarge. The campaign showcases how today’s youth want to infuse different festive celebrations with their unique style and energy. The campaign tagline -‘Generation Large ka Celebration Large,’ elegantly weaves this desire of the young generation with the brand’s Live It Large philosophy.

The campaign features India’s T20 cricket captain Surya Kumar Yadav and is an engagement-led 360 campaign, including an interactive AI film, an innovative AR-enabled festive canvas and a chance to celebrate with the Indian cricket superstar himself, Surya Kumar Yadav.

Conceptualised in association with creative agency partner FCB India, every touchpoint of the campaign aims to inspire the youth to ‘Live It Large’ and take their festive celebration to a new level.

In the campaign the power of regenerative AI is leveraged to create a personalised celebration experience with SKY. AI-generated personalised greetings from the cricketer also add an exciting layer to the overall consumer experience. Audience can also get the opportunity to celebrate with Surya himself, thus, making their celebrations truly large.

Meanwhile, on scanning the QR code on print as well as on outdoor campaign communication, audience can unlock an AR version of the intricately designed festive canvas which gracefully depicts the various aspects of festive celebration in all its glory. The campaign will be amplified through a high-decibel 360-degree plan spread across digital, print, radio and OOH to offer an immersive experience.

Kartik Mohindra, Chief Marketing Officer and Head of Global Business Development, Pernod Ricard India said, “Festivals are the perfect occasions for the youth to infuse with their unique style & energy and create memories to cherish for years to come, and of course, to Live it Large. True to the brand ethos, our carefully curated #CelebrateLarge360-degree campaign offering multifaceted experiences embodies this youthful spirit.”