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.
Brands
Radico Khaitan appoints Kunal Madan as chief marketing officer
Promotions signal focus on premium spirits, global expansion and homegrown leadership
UTTAR PRADESH: Radico Khaitan has elevated two long-serving insiders to its top leadership team, signalling a bold push into premium spirits and global markets. Kunal Madan steps in as chief marketing officer, while Sudhir Upadhyay takes charge as chief sales officer, both part of what managing director Abhishek Khaitan calls a consciously built next-generation leadership bench.
“At Radico Khaitan, our growth has always been powered by people,” Khaitan said. “True leadership is not imported, it is cultivated.” He added that empowering internal talent ensures continuity while keeping the company globally competitive and future-ready.
Madan, with over 20 years of experience across global sales and marketing, will drive brand architecture, marketing strategy, and the premiumisation agenda, including travel retail. Upadhyay, who has 25 years in the industry and was most recently national sales head, will oversee distribution expansion and execution across markets.
The leadership reshuffle comes amid Radico’s intensified focus on premium spirits, a segment driving higher margins and international growth. Last year, Ajay Kakkar was brought on to head the Premium On-Trade vertical, targeting modern and institutional channels to boost presence in high-growth segments.
Meanwhile, Amar Sinha stepped down as chief operating officer after contributing across multiple growth phases. Khaitan acknowledged Sinha’s role in supporting the company’s trajectory, while Sinha described his tenure as “an absolute privilege,” crediting Khaitan’s leadership for shaping the company’s strategic direction.
With a homegrown leadership bench and a clear premium agenda, Radico Khaitan is set to accelerate its global expansion while doubling down on brand elevation and market impact.
