CE DESK 
Royal Green Whisky launches its new ‘Live Up Success’ campaign, evolving from ‘Taste the Success’ to connect with young India’s bold, modern spirit through powerful storytelling and aspirational visuals.
Royal Green, the premium whisky brand from ADS Group, has unveiled a dynamic new campaign titled “Live Up Success”, marking a bold evolution from its earlier communication, “Taste the Success.” The refreshed positioning reflects the aspirations of a younger, more ambitious India that defines success on its own terms.
The campaign captures a vibrant, modern spirit — celebrating success not as a destination but as a continuous pursuit. The film showcases confident young achievers who live passionately, take bold decisions, and enjoy life’s finer moments with Royal Green as a symbol of their journey.
Through striking visuals and a contemporary soundtrack, Live Up Success connects emotionally with its urban millennial and Gen Z audience, positioning the brand as a companion to those who elevate everyday achievements into experiences worth savoring.
Paras Maan, Chief Operating Officer, ADS Spirits, said, “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 campaign rollout spans television, digital, and outdoor platforms, supported by influencer collaborations and premium on-ground events. According to the brand, the new tagline reflects not just a marketing shift but a philosophy — celebrating the modern Indian who doesn’t just chase success but lives it, one moment at a time.
