Seagram’s Royal Stag Unveils A New Music Property for New India, ROYAL STAG BOOMBOX -The Original Sound Of Generation Large

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Celebrating the spirit of ‘Living it Large’, Seagram’s Royal Stag presents Royal Stag Boombox, a first-of-its-kind musical experience. It is the sound of a young generation, a tribe that tends to make rather than follow trends; a tribe that is in constant search of soul-touching experiences. In an exclusive preview in Mumbai on Monday, February 27, 2023, the brand revealed a glimpse of what’s in store. Royal Stag Boombox audaciously brings together polar opposites of the music industry, the melody of Bollywood and the gully vibe of Hip-Hop, to make original music, to create a new soundscape.

For many years, music has been a key consumer engagement pillar for the brand. Today, the youth tilts towards exploring exciting new forms of music. Contemporary genres such as hip-hop are becoming increasingly popular among the youth of the country, while Bollywood melodies remain integral to their cultural milieu. Royal Stag Boombox intends to stir the imagination of this generation, blending music they have inherited, Bollywood scores, with the genre that speaks to them, Hip Hop. This mix will have the swag and emotional heft of Hindi cinema’s best compositions and the throbbing vibe and vigor of hip-hop. 

This cultural movement manifests itself in two unique, engaging formats: 

  • The in-studio format; a unique Phygital music concept featuring four original Melody x Hip Hop music tracks that will be released as singles and videos across platforms.
  • On-ground format; this format will travel to five of India’s biggest youth hubs – Pune, Indore, Bhubaneswar, Manipal and Jalandhar, to offer a heady cocktail in each city, of enviable headline acts alongside food, culture and merchandise. Quite simply, a true-blue youth carnival feel that cannot be missed.

Commenting on the unveiling of Royal Stag Boombox, Kartik Mohindra, CMO, Pernod Ricard India, said: “Music and experience bring people together like nothing else and are natural enablers of conviviality. Royal Stag has always strived to pulse with the passion points of the youth of this country and Royal Stag Boombox is the perfect platform for the brand to connect with tomorrow’s India. Royal Stag Boombox is a direct extension of the Royal Stag philosophy of “Living it Large,” while offering a unique opportunity of coming together and enjoying new experiences. It has created a new soundscape by blending two exciting genres, hip-hop and melody; this might just become the new rhythm of young India!


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