Royal Green is changing its marketing message to appeal to young people in India, moving from Taste the Success to Live Up Success

ADS Spirit’s Royal Green brand is changing its tagline from “Taste the Success” to “Live Up Success.” As one of the fastest-growing brands in India that focuses on young people, Royal Green has announced a new brand idea: “Live Up Success.” This change from “Taste the Success” shows how Gen Z and young millennials now view success. They think of it as something found in daily moments, small wins, and personal improvements, not just a final goal.

Young consumers today redefine what it means to be ambitious. Their success comes from dedication, personal projects, teamwork, self-improvement, and perseverance. Live Up Success is a salute to the small wins that define their work ethic, who they are, and their path. Royal Green aims to be part of these genuine moments as a carefully made companion.

The ‘Live Up Success’ campaign is introduced with a fresh brand film that shows the energetic, genuine rhythm of people who are achievers. The film puts viewers right into the mix of late-night work, creative insights, moments of uncertainty, team efforts, and the quiet resolve to keep going. With quick cuts, realistic visuals, and relatable characters, the film presents success as a collection of small, individual victories that happen in real time.

Royal Green aims to be a part of everyday experiences, not just major events. The film shows its main idea, telling young people that they are already successful with each small victory.

Paras Maan, Chief Operating Officer at ADS Spirits, stated: “This repositioning is more than a tagline shift, it’s a reset in how we show up for the next generation. Success looks different for everyone today. It’s personal, chaotic, and ever evolving. ‘Live Up Success’ is about recognising that - honouring the hustle, the near-misses, and the tiny triumphs that mean the most. With ‘Live Up Success,’ we’re celebrating not just the big milestones but the courage to try, the persistence to keep going, and the joy in building something meaningful. Royal Green is your crafted companion for these authentic, everyday celebrations.”

The ‘Live Up Success’ movement will be launched through a brand system that includes reels, creator stories, short digital films, cultural collaborations, and store displays. This places the voices and experiences of young Indians first.

Key Takeaways from the campaign

Acknowledging the journey

It celebrates the hard work, close calls, and small wins that mean the most to young people, not just big life moments.

Integrated campaign

The philosophy will be promoted using a digital approach. This plan includes short digital films, social media posts, creator content, and cultural partnerships.

Real storytelling

The campaign includes a lively digital film that uses fast cuts and real visuals to show the genuine, quick lives of today's successful people, capturing their creative moments, doubts, and strength.

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