Yeh Large Humaara Hai

ICC & Royal Stag’s World Cup 2023 Campaign

“Finalist: WOW Awards 2024 : Experiential Marketing Campaign of the Year”

In partnership with the ICC for the 2023 World Cup, Royal Stag launched the “Yeh Large Humaara Hai” campaign to create an unparalleled fan experience aligned with the brand’s philosophy of “Live it Large.” A highlight was the AR-based “Beyond the Boundary” activation that brought fans closer to cricket and their idols.

Objectives

Strengthen the brand’s association with cricket and Indian fans.
Create memorable experiences that reinforce the “Live it Large” philosophy.
Drive brand consideration and preference.

Conceptualization

Understanding cricket’s significance in India, Royal Stag designed an immersive AR experience, allowing fans to meet players virtually and capture selfies with the trophy. The campaign aimed to empower a younger generation to create their own cricket memories.

Execution

Canter Activation: A custom 18ft. canter featured an AR screen, hosted by an engaging emcee who drove a missed call registration for fans to participate in the AR experience.
Interactive Challenges: Participants engaged in games like the dizzy cricket challenge and quizzes, winning prizes like wireless chargers and branded merchandise.
Locations: The canter visited 15 cities in Maharashtra, reaching diverse fanbases.

Results and Impact

Engagement: Over 100,000 missed calls and 5,000+ AR experiences were recorded.
Brand Consideration: The campaign led to a 2-point increase in brand consideration scores.
Social Media Buzz: Participants shared their experiences online, enhancing the campaign’s reach.

Bottom Line

Royal Stag successfully blended cricket passion with innovative engagement, creating a memorable experience for fans and strengthening its brand presence in the market.

New Customers

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Towns Covered

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No. of Retailers Connected

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Total Sales

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