HT Bureau
GUWAHATI, Feb 18: Seagram’s Royal Stag Packaged Drinking Water has launched a new campaign titled the Royal Stag Code of Large (#RS Code), a data-driven initiative developed in partnership with cricketer Rohit Sharma and mental conditioning coach Paddy Upton to decode the principles behind success.
The campaign is based on an analysis of Rohit Sharma’s career using data science combined with the brand’s “Live It Large” philosophy.
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The study identified four core personality traits — Selfless, Driven, Fearless and Inspiring — which the initiative presents as key elements underlying sustained success.
According to the company, the campaign aims to move beyond celebrating achievement to helping audiences understand the mindset and behaviours that contribute to it.
Paddy Upton features as a subject-matter expert in the campaign, translating performance insights into practical lessons.
The initiative is being rolled out through a digital-first format that includes teaser content, a talk show featuring Rohit Sharma and Upton hosted by Vikram Sathe, and storytelling elements highlighting real-life moments from Sharma’s career.
The campaign also includes a surprise appearance by cricketer Suryakumar Yadav.
A key component of the campaign is an AI-powered “RS Code Finder,” which allows users to answer a set of questions to generate a personalised success profile.
Participants receive a customised video message from Rohit Sharma based on their responses. Debasree Dasgupta, chief marketing officer of Pernod Ricard India, said the campaign seeks to engage cricket fans by linking the brand’s philosophy with personal growth and self-discovery, while encouraging individuals to identify and pursue their own path to success.
