Royal Stag partners with Bharat Chetri to 'Make it Large'

Paying tribute to legends of the national sport and them embodying motivation for the current hockey team is surely a first in Indian commercial advertising.

 

Seagram’s Royal Stag has engagingly and emotively highlighted three stalwarts of the game- winners of the coveted Olympic Gold medal, London Olympics 1948- to pass the beacon of hope to the current set headed to the same shores after 64 years.

 

Leslie Claudius (Olympic gold in 1948, ’52 and ’56) , Keshav Dutt (gold in ’48)and Jaswant Singh Rajput (Gold in ’48) feature handing the baton to Bharat Chetri, the goalkeeper captain of the Indian Hockey team to London in 2012 in the advertisement.

 

The London Olympics in 1948 was path breaking for India. A year after gaining Independence, the Indian team went on to defeat Great Britain in London, the symbol of the Crown and Imperialism that she had just broken away from. The 1948 Olympics Hockey Gold medal will always be special.

 

64 years later, the arena will be the same, but a lot has changed. Changes in playing surface, techniques and rules have helped other nations take the mantle of champions. Yet, India lives in hope as the team heads to London for an Olympic challenge.

 

Bharat Chetri’s team has practiced hard and has done well in recent tournaments. All they need is self-belief, confidence and consistency. And inspiration from that summer of ‘48, when a team of young Indians brought glory to their nation and made it large!

 

Bikram Basu, Vice President- Marketing, Pernod Ricard India says “India has a golden heritage in hockey. We have living legends, but not the adulation and media focus for youngsters to relate to their achievements, and follow their path. These legends are our beacon, and hopefully the baton of success will pass firmly to the current team this London Olympics. We want to make it large”.