Royal Stag Launches ‘Code of Large’ Campaign Using AI to Decode Rohit Sharma’s Success

Royal Stag Packaged Drinking Water has launched a new campaign titled ‘Royal Stag Code of Large’ (#RSCode), bringing together brand ambassador Rohit Sharma and mental conditioning coach Paddy Upton to explore the idea of what drives success. The initiative aims to extend the brand’s long-running “Live It Large” philosophy by turning it into an interactive experience for cricket fans.

Conceptualised by FCB Neo, the campaign moves beyond traditional celebrity endorsement to focus on analysing the mindset behind achievement. It begins with a data-led breakdown of Rohit Sharma’s career journey, combined with performance frameworks developed with Paddy Upton. The exercise identified four personality traits that the campaign positions as central to Sharma’s success: being selfless, driven, fearless and inspiring.

According to the brand, these traits form the basis of the Royal Stag Code of Large, which serves as a framework for audiences to understand their own path to success. While the model is built around Sharma’s journey, the campaign positions the four traits as qualities that can manifest differently for every individual.

At the centre of the initiative is the AI-powered RS Code Finder, a digital tool designed to personalise the brand experience for consumers. Users answer four questions on the platform, and artificial intelligence maps their responses against a set of success archetypes derived from the Royal Stag Code framework. The result is a customised “Code of Large” profile for each participant.

Fans who complete the experience receive a personalised video message from Rohit Sharma revealing their code, turning the campaign into a shareable piece of branded content. The idea is to encourage users to post their results online, converting the campaign into a user-generated social conversation rather than a one-way brand message.

Debasree Dasgupta, Chief Marketing Officer at Pernod Ricard India, said the campaign is designed to deepen engagement with cricket fans by linking the brand’s philosophy with personal storytelling.

“Royal Stag, as a partner of the ICC, allows us to deliver a truly ‘Live it large’ experience to die-hard cricket fans everywhere. This year, we are giving each fan the power to craft their own Live It Large story through this unique AI platform that integrates with the brand’s commitment to relishing every moment in their journey to success. The Royal Stag Code brings our ‘Live It Large’ philosophy to life in a meaningful way. By decoding Rohit Sharma’s success through a data-driven approach, we are empowering individuals to follow their own path to success and live life large,” she said.

The campaign rollout began with teaser content featuring Rohit Sharma and Paddy Upton, designed to spark curiosity around the idea of the “RS Code.” This was followed by the official reveal through a talk show-style conversation between the two, hosted by Vikram Sathe. The discussion focused on Sharma’s career journey and the mindset behind high performance.

The activation is running across digital platforms and social media with a broader 360-degree marketing plan. The brand is encouraging cricket fans to share their personal Code of Large online, effectively turning the campaign into a participatory social media trend.

For marketers, the campaign reflects a growing shift towards interactive and personalised brand storytelling, especially during major sporting moments. Rather than simply associating with a celebrity or event, brands are increasingly building digital experiences that allow consumers to actively participate in the campaign narrative.

It also signals how AI-driven personalisation is becoming a central tool in marketing campaigns, helping brands create customised experiences at scale. In this case, the technology allows Royal Stag to convert a broad motivational message into individual stories that consumers can engage with and share.

As sports marketing becomes more crowded during cricket tournaments and major events, campaigns that combine data, storytelling and participation are emerging as a way for brands to stand out and sustain engagement beyond traditional advertising formats.