The campaign
Seagram’s Royal Stag Packaged Drinking Water has launched its festive campaign, “This Festive Season, Let’s Celebrate the Large in Everyone.” The film is anchored by cricketer Rohit Sharma, with actors Rahul Dua and Maanvi Gagroo, and was conceptualised by Dentsu Creative WebChutney.
- Brand: Seagram’s Royal Stag Packaged Drinking Water
- Star: Rohit Sharma, with Rahul Dua and Maanvi Gagroo
- Agency: Dentsu Creative WebChutney
- Activation: Generative AI-powered personalised video greetings
The launch gives the brand’s long-running “Live It Large” thought a personal, shareable expression. No director is named in the source.
What the film says and how
The campaign’s message is that gatherings become memorable because of the people who bring their own energy and quirks. Instead of asking viewers to simply watch Rohit Sharma, the film opens the door to a generative AI tool that lets them create a personalised greeting with him as a co-star.
That mechanism matters as much as the sentiment. The ad becomes a starting point for consumer-made videos, which gives people a reason to create and share rather than just receive the brand’s festive message.
“Royal Stag has spent years inspiring India to Celebrate Large, and this festive season, we’re giving that thought a personal expression.” — Debasree Dasgupta, CMO, Pernod Ricard India
Abhijeet Ray, national creative director at Dentsu Creative WebChutney, adds that the work combines human insight with generative AI so people can express appreciation through personalised festive greetings featuring Rohit Sharma.
The response so far
The source does not yet report view counts or participation numbers. The early signal is qualitative: the combination of Rohit Sharma’s cricket stardom and the personalised-greeting hook is built to travel through shares.
The category context
Indian festive advertising is crowded with celebrity-led work. Royal Stag’s move points to a wider pattern: brands are pairing famous faces with generative AI so audiences do not just consume the campaign but complete it. Cricket’s cultural pull gives the film a natural festive window to spread.
A packaged drinking water product also lets the celebration message reach a family-wide audience, keeping the campaign broad and occasion-ready.
What to watch next
The real test is whether the AI-generated greetings produce a wave of consumer-made videos and whether Royal Stag shares participation figures. If the format converts Rohit Sharma’s star power into millions of personal shares, it becomes a template for celebrity-plus-AI festive work.
If the campaign stays a one-off film, the personalisation angle will remain an interesting experiment rather than a category shift.
Watch the original: Royal Stag on YouTube
Source: ETBrandEquity.com
