Royal Stag BoomBox — Live It Large
Atmadip Mukherjee
Pernod Ricard's flagship youth music IP
Co-developed the IP and led copy and execution on BoomBox.
The problem
Associate the brand with a young, trend-aware audience that sees tier-2 city needs rather than talking past them.
The play
Bring tier-1 exclusivity to tier-2, with artists including Badshah and Ankur Tiwari. Everyone loves to live it large, and the brand's job was to make that possible somewhere it usually is not.
A music IP rather than a campaign. Something the audience could return to instead of something that ran and stopped.
Handle: @royalstagliveitlarge. Feb 2022 to Dec 2024.
Like this project
Posted Sep 13, 2026
Co-developed the IP and led copy and execution on BoomBox, Pernod Ricard's flagship youth music IP. Tier-1 exclusivity brought to tier-2 cities with artists including Badshah and Ankur Tiwari.
Likes
0
Views
0
