What keeps marketing exciting is the creativity with which marketers & brands redefine the playbook. Take for example this - when 70% of India’s population is online & every marketer is looking at breaking the clutter on the smartphone of a consumer, there are brands who go unconventional & actually break the clutter.

Royal Stag is one such brand which has done that over and over again. The brand - an icon in itself - operates in an exciting and challenging category all at the same time. When the brand changed its positioning from ‘Make It Large’ (what with the tongue in cheek subtleties of this tagline) to ‘Live It Large’, it had to re-invent itself to stay relevant & appeal to its core TG - you guessed it - the ever sought after youth! Notwithstanding its association with cricket, music & top bollywood celebs, the brand on ground had to break the clutter & stand out.

And their recent campaign did just that. Royal Stag decided to take ‘Live It Large’ anthem to the next level by creating ‘Larger Than Life’ experiences for its core TG - youth - who are aspiring & seek uniqueness. To tap into this, the brand created the world record by installing World’s Largest Screen - a whopping 80ftx36ft at Hyderabad. And the occasion was to screen IN vs PAK match which India won without any struggle. The screening saw more than 4000 consumers turning up to soak in this experience.

The thought behind this initiative is equally unique. The brand feels with the consumer base & the market it operates in makes it extremely challenging to create Large Experiences at scale. And the marketing team for Royal Stag looked at this as an opportunity & created an experience so large that the reverberations of this activity would remain in consumers’ minds for months to come. The earned media & the buzz is further cherry on the cake.

The marketing team behind this initiation - Karingula Navneeth Rao (Region Marketing Head), Prakhyath Tejveer (Zonal Marketing Head) - feel this initiative has created enough buzz for them to continue riding the positive consumer sentiment for the months to come.

“Never ever have I seen such an innovation in this industry. With so much happening at regulatory level & with extremely competitive market, for a brand to stay relevant these kind of strategies are a must. And Royal Stag once again has shown why it is a leader & remains so” quoted a noted marketing consultant who has spent significant time in the industry.

Well with this kind of an innovation there is only one thing that we can think of. And (you guessed) it is borrowed from the same brand - Jo Haath Lag Jaaye Woh Bada Kya. Will be interesting to see what next the brand does & how far will the creativity take us.