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Strengthening its long-standing association with cricket at the global level, Seagram’s Royal Stag has announced the launch of an innovative and immersive AI-led fan experience, ‘A billion films for a billion fans.’
The campaign features three of India’s most talismanic cricketers, team captain Rohit Sharma, Jasprit Bumrah and Surya Kumar Yadav. Fueling the larger-than-life emotions associated with cricket, the brand aims to ignite a whole new generation of young cricket fans, many of whom are witnessing their first World Cup in India as adults.
Conceptualised in association with creative agency partners FCB India, digital agency partners Dentsu India, technology partner Artizens Events and experiential solutions and media partners Wavemaker, the campaign creates fan experiences.
Using a selfie and a voice sample coupled with the power of regenerative AI, the campaign creates a platform that enables each fan to feature themselves as part of the Royal Stag Live It Large star cast through a personalised edit of the film.
Face-mirroring algorithms precisely map the unique facial features of fans onto the characters in the main film. In addition, with just a brief voice sample, it also emulated the tone, pitch, and nuances of the fan’s voice.
Kartik Mohindra, chief marketing officer of Pernod Ricard India states, “Royal Stag aims to share the electric atmosphere in the stadium with cricket fans across the world. As a partner of ICC, AI allows us to deliver a truly “Live it large” experience to die-hard cricket fans everywhere.”
Abhinav Kaushik, president at FCB India adds “In an age where experience is the only currency amongst the digital natives, how can a cultural icon like Royal Stag do something that epitomizes ‘large’ during the biggest sporting spectacle of the year. This was the starting point of the brief, and we are excited that this idea truly allows every cricket fan to create their own unique ‘Live it Large’ experience.”
Ajay Gupte, CEO – South Asia, Wavemaker says, “Cricket World Cup is undoubtedly one of the most celebrated sports properties and this World Cup 2023 is touted to be the greatest ever. Through this collaboration, we aim to extend brand synergies and offer a unique, memorable, and thrilling ‘Live it Large’ experience to each and every cricket fan”.
Amit Wadhwa, CEO of Dentsu Creative India, says, “This multi-faceted campaign has the potential to inspire fans to become more deeply involved in their favourite sport, creating memorable moments and experiences that will stay with them for a long time.”
Aditya Joshi, founding partner at Artizens Events & Experiential Solutions, says, “As technology partners to this innovative campaign, we are trying to harness the connection with the Generation Large who crave social currency and vicarious thrills by bringing together AI and Machine learning and creating a never seen before immersive experience.”
The ICC Men’s World Cup is scheduled to take place in India from October 5 to November 19, 2023. Royal Stag is an associate partner for all ICC events.
Watch the ad here:
The vertical video feed will also make use of traditional technical and editorial storytelling tools to further elevate the coverage. Key features like ball tracking, player tracking and field plot will be tailored to fit the vertical format. The coverage will also have a commentary panel calling the action.
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