Royal Stag Packaged Drinking Water has kicked off its festive campaign, #CelebrateLarge, featuring T20 cricket captain Surya Kumar Yadav. The initiative aims to resonate with the youth, encouraging them to celebrate festivities with their unique flair. With the tagline “Generation Large ka Celebration Large,” the campaign embodies the brand’s ethos of “Live It Large.”
This 360-degree engagement campaign leverages an immersive AI-led experience, including an interactive film and AR-enabled festive canvas. Participants can scan QR codes for personalized greetings from Yadav and explore trending topics in food, music, and gifting through the brand’s fan community page. In Siliguri, the festive buzz is already building as local businesses prepare for heightened consumer engagement. Retailers anticipate increased foot traffic and sales as young consumers are drawn to the campaign’s innovative elements, including AR experiences and festive recommendations.
Kartik Mohindra, CMO of Pernod Ricard India, emphasized that the campaign allows youth to create memorable celebrations, while Mayuresh Dubhashi, Chief Creative Officer at FCB India, highlighted the campaign’s interactive platform as a way to inspire today’s youth to truly “Live It Large.” The campaign will be amplified through a comprehensive marketing strategy across digital, print, and outdoor media. https://www.youtube.com/watch?v=qAAiCXyKkFM
