Seagram’s Royal Stag Packaged Drinking Water has unveiled its new festive campaign, #CelebrateLarge – Hum Hain Generation Large, Humaara Har Celebration Large, celebrating the youthful spirit of India’s festive season. Festivals, for today’s generation, are not just about tradition but an opportunity to express individuality, style, and energy — truly embodying the brand’s iconic philosophy to Live It Large.
Building on its mission to inspire “Generation Large,” this year’s campaign introduces a tech-forward, AI-driven experience that places consumers at the heart of celebration. Deeply rooted in culture and innovation, it seamlessly blends the aspirations of young India with the brand’s Live It Large ethos.
At the heart of the campaign lies a first-of-its-kind AI initiative that reimagines how India exchanges festive greetings. Leveraging regenerative AI and advanced voice synthesis, fans can now create personalised video greetings with Rohit Sharma, crafted in an organic, conversational style. This hyper-realistic interaction transforms a simple festive wish into a moment of genuine connection — a reflection of the true #CelebrateLarge spirit.
Complementing this innovation is the 3D Festive Map, an immersive AR-led experience that visually brings the #CelebrateLarge philosophy to life in a vibrant, interactive format.
Adding to the excitement, India’s T20 captain Suryakumar Yadav joins the campaign, offering expertly curated recommendations across the pillars of celebration — gifting, food, fashion, and music — helping consumers elevate every moment into something memorable and expressive.
The campaign also sees a strategic partnership with Gaana, aligning two brands that share a common philosophy: to amplify celebrations through memorable and immersive experiences. Together, they create a symbiotic collaboration that truly embodies the essence of living — and celebrating — large.
Yatish Mehrishi, CEO of ENIL said “Festivals in India are about culture, expression and togetherness, and music is what makes these moments even more special. At Gaana, we are excited to partner with Seagram’s Royal Stag on the #CelebrateLarge campaign, which is reimagining the festive experience through technology, creativity and innovation. This collaboration is about inspiring today’s generation to make their celebrations more personal, expressive and truly larger than life.”
