The Three Pillars - Royal Stag PDF

The Three Pillars – decoding Royal Stag
The Audience
RS is one of India’s largest selling whisky brands and is targeted to the large mid-segment of
the market (500/- to 800/-) - also referred to as the ‘deluxe’ segment.
For purposes of analysis we will assume the core users to be middle to upper-middle class
men; who drink ‘in-home’ on a fairly regular basis. (We will ignore niche, transient
audiences like students, party drinkers and out of home drinkers for now)
This group of core users probably comprise middle income traders/businessmen, and mid-
level executives. These are people who are not very upwardly mobile – there is a certain
status quo about their lives.
The Category Truth
The category we’ll need to understand is whisky, but it may also be useful to take a wider
view of alcoholic drinks in general. We could explore by asking some key questions:
1. Why do people drink alcohol? What desires, needs or motivations does it fulfil?
Which need is most applicable to whisky, especially to the brand in question?
- To unwind at the end of a long day – to relax, and regain oneself

- To display one’s status/pedigree – both to yourself and to the world.
- To socialize – both formally and informally
…..
In the case of whisky, especially in this segment, the key motivation most likely is to
‘unwind’ – the quiet contemplation at the end of another day.
2. How do people ‘model’ the category in their minds?
People probably slot the brands in a clear hierarchy based on price point. The higher
the price, the ‘smoother’ the whisky, and hence higher is the status and discernment
of the drinker. Whisky drinking involves ‘knowledge’, and the ability to tell good from
ordinary.
3. What can we understand from the ‘physicality’ of the category?
There is elaborate ritual involved – even in modest surroundings. E.g. specific

glasses, specific measures, mixing, ice cubes, the first sip, smell etc. – most actions
are deliberate, slow – as if to reflect the discernment and expertise of the user
The Brand Truth
1. What are the differentiating aspects of the product?
As a whisky, Royal Stag offers surprisingly good quality for the price point. Though It
is priced slightly higher than other brands in its segment, it offers far more in terms
of taste and smoothness, equivalent to a higher class of whiskey
It is the bestselling brand in its segment – despite the a bit higher priced.
2. What is the core meaning/essence of the brand?
The brand urges people to reach for the stars through its iconic line ‘Make it Large’
3. What is the imagery around the brand?
Extraordinary success, glamour and stardom
The Cultural Truth
What are some of the audiences’ larger desires and anxieties that could be relevant? What
are the internal conversations about life that are going on within them, especially during
moments of quiet contemplation?
Our core audience have high aspirations and ambitions. Around them they hear stories of
ordinary people achieving extraordinary success – entrepreneurs, talent show winners,
tiktok stars etc. They hope the same for themselves.
And yet, they also sometimes wonder if they will ever be able to fulfil their aspirations after
all. They work hard, but do they have the talents? The right networks? The opportunities?
The strokes of luck? They are optimistic about the future, but they also feel ‘stuck’ in their
present, and this makes them anxious.
The Idea
Our understanding of Brand, Culture and Category provides the raw material for
generating the Brand Idea – the platform from which all our communication will emerge.
We have generated many points under each of the above heads . We should pick what we
feel are the most important, most defining and/or most useful for creating a powerful idea.
So, from the overall insights we have we could put down:
Brand Truth à “Best in class” (Largest selling + superior to others in category + higher price)
Category Truth à “My contemplation partner” (Unwind + in-home + reflective mood)
Cultural Truth à “ Long term ambition vs Short term anxiety ( High ambition + ‘Feel stuck’)
Using the 3 truths we can arrive at a central idea – a platform for communication that can
be used to generate a wide range of content
The idea as expressed here is an invitation from the brand to its audience to think big – and
in those anxious moments that occasionally creep in, the brand reassures them that their
perseverance will surely pay off. You will notice how the idea weaves in all the ‘truths’, thus
connecting with deeper concerns of the audience
This translates creatively into “Small milate jao, Large banate jao” – a creative and
memorable use of category terms/rituals. The use of celebrity is not just to add glamour and
larger than life imagery, but also to illustrate that even they came out on top only because
of patience, belief and perseverance.
Is the idea only meant for a TV commercial? No, The same idea could be taken to social
media – where the brand could showcase inspiring success stories of less famous people,
each one reiterating the brand idea of “Small steps and Big Success.”. The brand could
institute a ‘Small to Large’ award, that recognizes such people.
x-------------------x
Note:
This note is an illustration of an approach, a thinking framework, a method, of
deconstructing a brand idea into the various pillars like Brand, Culture and Category. This is
based on information available in the public domain and personal observations and
experience. Your specific opinions on the brand may differ slightly, which is fine.

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The Three Pillars – decoding Royal Stag

The Category Truth

- To unwind at the end of a long day – to relax, and regain oneself

2. How do people ‘model’ the category in their minds?

3. What can we understand from the ‘physicality’ of the category?

There is elaborate ritual involved – even in modest surroundings. E.g. specific

1. What are the differentiating aspects of the product?

2. What is the core meaning/essence of the brand?

3. What is the imagery around the brand?

Extraordinary success, glamour and stardom

The Cultural Truth

So, from the overall insights we have we could put down:

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