Pernod Ricard India launches music IP "Royal Stag Packaged Drinking Water Boombox"

Viacom18 and Pernod Ricard India in partnership with Wavemaker India, have launched the music intellectual property, "Royal Stag Packaged Drinking Water Boombox."

This venture is the fusion of two distinct genres, Bollywood melodies and Hip Hop. The "Royal Stag Boombox Originals" initiative has progressed to its next phase with the release of four original music videos featuring artists such as Jasleen Royal, Dino James, Nikhita Gandhi, Bali, Neeti Mohan, EPR, Amit Trivedi, and SlowCheeta.

Vivek Mohan Sharma, Head – Branded Content, Viacom18, said, “We are thrilled to partner with Pernod Ricard India for ‘Royal Stag Packaged Drinking Water Boombox’ and the talented artists in this groundbreaking launch of a one-of-its-kind music IP. At Viacom18, we believe in the power of engaging and impactful associations that add tremendous value to our brand partners. This collaboration allows us to leverage our deep understanding of music, extensive network and platforms, ensuring widespread reach and engagement for this unique experience. Together, we aim to create a new benchmark in the music industry and provide audiences with a unique and unforgettable musical journey.”

Mansi Datta, Chief Client Officer & Office Head – North and East, Wavemaker India. said, “We are thrilled to have activated Boombox, one-of-a-kind musical IP for our client Pernod Ricard. We fused Hip Hop & Melody to make the youth of India groove and vibe. In this endeavour, we joined hands with Viacom and got the biggest names of Music to create originals that truly connect with Generation Large for the brand. I believe this collaboration marks the beginning of a new era to celebrate music in a whole different light and create newer avenues for budding talents.”

The music videos will be exclusively available for streaming on MTV’s digital streaming platform – KaanPhod Music and Royal Stag Live It Large YouTube Channel. Listeners can also discover these tracks on audio platforms such as JioSaavn, Spotify, Apple Music, Hungama Music, Wynk Music, Resso, and Amazon Music.