Brands
Icubeswire lands Central Park digital mandate in style
MUMBAI: When luxury meets logic, clicks follow. In a significant account win, digital marketing agency Icubeswire has been named the digital transformation partner for Central Park, a marquee name in ultra-luxury real estate. The decision follows a keenly contested multi-agency pitch, sealing Icubeswire’s growing reputation as the go-to for high-stakes digital mandates.
The partnership gives Icubeswire the keys to Central Park’s entire digital kingdom spanning everything from social media and search to web experience, performance marketing, media planning, creative strategy, and online reputation management. And in the world of luxury real estate, the stakes aren’t just high, they’re sky-rise.
“Central Park stands for elevated living, and we’re excited to be chosen as their digital transformation partner,” said Icubeswire founder & CEO Sahil Chopra. “It’s a brilliant opportunity to fuse our digital innovation with their luxury ethos to build immersive, future-ready experiences.”
On the other side of the table, Central Park was clear about what it wanted. “We needed a partner who gets luxury branding in a digital-first world,” said Central Park president of sales, marketing & CRM Ankush Kaul. “Icubeswire brought a vision that matched ours and the execution to back it up.”
With this collaboration, Central Park aims to enhance the digital storytelling around its ‘concept living’ offerings in the NCR region, transforming the way affluent audiences engage with real estate. For Icubeswire, this win is another jewel in a fast-filling crown and proof that luxury doesn’t just need polish, it needs pixels.
Brands
Royal Stag launches RS Code campaign with Rohit Sharma
Data-led campaign with Rohit and Paddy Upton lets fans decode their own winning traits
MUMBAI: With cricket fever building, Seagram’s Royal Stag Packaged Drinking Water has rolled out a new campaign that attempts to do more than celebrate victories. It tries to decode them.
The brand’s latest initiative, called the Royal Stag Code of Large or hashtag RSCode, brings together brand ambassador and former India captain Rohit Sharma and mental conditioning coach Paddy Upton in a data-driven storytelling exercise built around success.
At the heart of the campaign is an analysis of Rohit Sharma’s career. Using performance data and behavioural insights, the brand claims to have identified four personality traits that consistently underpin his achievements. These are selfless, driven, fearless and inspiring.
Together, the four traits form what the brand calls the “Code of Large”, a philosophy that extends beyond cricket and into everyday life.
Upton appears in the campaign as the voice of credibility, translating performance metrics into insights about mindset, leadership and resilience. The idea is to move the conversation from scorecards to character.
The rollout follows a phased, digital-first approach. It began with teaser clips featuring Sharma and Upton, followed by a talk show-style reveal hosted by Vikram Sathe. The film blends data points with locker-room stories and includes a cameo by Suryakumar Yadav to highlight the ‘Inspiring’ trait.
The campaign also introduces an AI-powered hashtag RSCode Finder. Users answer a short set of questions to uncover their own “Code of Large”, which is then delivered through a personalised video message from Sharma. The tool is designed to turn passive viewers into active participants in the brand story.
Pernod Ricard India chief marketing officer Debasree Dasgupta, said the campaign aims to bring the brand’s “Live It Large” philosophy closer to fans. She added that the platform gives people a way to reflect on their own journeys and celebrate small wins along the way.
By mixing data, personality traits and a touch of AI, Royal Stag is betting that the road to success can be told not just through trophies, but through the mindset that earns them.
