Seagram’s Royal Stag Packaged Drinking Water has launched the Royal Stag Code of Large (#RSCode), a pioneering data-led initiative featuring brand ambassador Rohit Sharma and mental conditioning coach Paddy Upton. Built on analytics of Rohit’s career, the campaign decodes success into four traits—Selfless, Driven, Fearless, Inspiring—through digital-first storytelling.
Success in sport is often celebrated in numbers—runs scored, matches won, trophies lifted. Yet behind every statistic lies a deeper story of resilience, leadership, and character. Seagram’s Royal Stag Packaged Drinking Water has chosen to spotlight this narrative through its latest campaign, the Royal Stag Code of Large (#RSCode), unveiled on 12 February 2026. Featuring former India captain Rohit Sharma and renowned mental conditioning coach Paddy Upton, the initiative is positioned as a first-of-its-kind, data-led exploration of what it truly means to “live it large.”
The campaign is not merely about celebrating Rohit’s achievements but about decoding them. Built on an in-depth analysis of his career, the #RSCode distils four defining traits—Selfless, Driven, Fearless, and Inspiring. These attributes, according to Royal Stag, are the cornerstones of Rohit’s journey and align seamlessly with the brand’s philosophy of living life with ambition and authenticity. For a cricketer who has lifted two ICC T20 World Cups and led India with distinction, the campaign offers a fresh lens: not just the milestones, but the mindset behind them.
Rohit Sharma’s career has been marked by adaptability and leadership. From his early days as a promising batsman to becoming one of India’s most successful captains, his evolution has been shaped by a willingness to put the team first. The “Selfless” trait reflects his ability to sacrifice personal glory for collective success, whether by anchoring an innings or promoting younger talent. “Driven” captures his relentless pursuit of excellence, evident in his transformation into one of the most consistent performers in world cricket. “Fearless” speaks to his audacity on the field—the ability to take risks, innovate, and lead with conviction. And “Inspiring” encapsulates the impact he has had on teammates, fans, and the broader cricketing fraternity.
Anchoring this initiative is Paddy Upton, whose expertise in mental conditioning brings depth to the campaign. Upton’s role is to translate performance data into meaningful life lessons, bridging the gap between numbers and narratives. His presence underscores the campaign’s ambition to go beyond cricket, offering insights that resonate with anyone striving for success in their own field. By combining analytics with psychology, #RSCode positions itself as more than a sports campaign—it becomes a guide to personal growth.
The digital-first nature of #RSCode reflects the changing landscape of brand engagement. The campaign unfolds across multiple formats, beginning with a teaser that sets the tone for a high-impact talk show hosted by cricket presenter Vikram Sathaye. Known for his wit and deep understanding of the game, Sathaye brings a lively dimension to the conversation. Adding to the excitement is a surprise appearance by India’s current skipper, Suryakumar Yadav, whose presence bridges the past and present of Indian cricket. Together, these elements create a narrative that is both celebratory and instructive.
Perhaps the most innovative aspect of the campaign is the AI-powered #RSCode Finder. This interactive tool allows consumers to discover their personalised Code of Large, aligning their own traits with the framework derived from Rohit’s career. The experience culminates in a customised video message from Rohit himself, making the engagement personal and aspirational. In an era where digital interactivity defines consumer-brand relationships, this feature positions Royal Stag at the forefront of experiential marketing.
For Royal Stag, the campaign is a natural extension of its long-standing association with cricket and its philosophy of “Make it Large.” By focusing on the code behind success, the brand shifts the conversation from outcomes to processes, from trophies to traits. It is a subtle yet powerful repositioning, one that resonates with audiences who increasingly value authenticity and insight over mere spectacle.
The timing of the campaign is significant. As Indian cricket continues to evolve under new leadership, the presence of Rohit Sharma in a reflective role adds gravitas. His journey, marked by triumphs and challenges, offers a template for resilience and adaptability. By decoding his success, Royal Stag not only honours his legacy but also provides a roadmap for aspiring individuals across fields.
Equally important is the campaign’s emphasis on mental conditioning. In a sporting culture often dominated by physical metrics, the inclusion of Paddy Upton highlights the growing recognition of psychological strength as a determinant of success. This focus aligns with broader conversations in sport and society about mental health, resilience, and the importance of mindset. By embedding these themes into its narrative, Royal Stag positions itself as a brand attuned to contemporary values.
The #RSCode initiative also reflects the convergence of sport, technology, and storytelling. Data analytics, once confined to performance evaluation, are now being harnessed to craft narratives that inspire and engage. The AI-powered personalisation tool exemplifies this trend, offering consumers a chance to see themselves reflected in the traits that define a champion. It is a reminder that success, while individual in expression, is universal in aspiration.
As the campaign unfolds, its impact will be measured not just in digital impressions or consumer engagement but in the resonance of its message. By celebrating traits like selflessness, drive, fearlessness, and inspiration, Royal Stag taps into values that transcend cricket. These are qualities that define leaders in every sphere, from business to art to everyday life. In doing so, the brand elevates its positioning from a sponsor of sport to a curator of success.
For Rohit Sharma, the campaign is another chapter in a career that continues to inspire. His willingness to lend his story to a narrative that goes beyond cricket reflects his own evolution as a leader and role model. For Paddy Upton, it is an opportunity to bring his expertise to a wider audience, translating the lessons of elite sport into everyday wisdom. And for Royal Stag, it is a chance to reinforce its identity as a brand that celebrates ambition, resilience, and authenticity.
In the end, #RSCode is more than a campaign—it is a conversation. A conversation about what it takes to succeed, about the traits that define greatness, and about the ways in which data and insight can illuminate the human journey. By decoding success, Royal Stag has crafted a narrative that is both timely and timeless, one that invites everyone to discover their own Code of Large.
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