Royal Stag Boombox – Viacom18 and Wavemaker India collaborating for The Original Sound of Generation Large

Viacom18 And Wavemaker India Collaborate With Seagram’s Royal Stag To Unveil Royal Stag Boombox, The Original Sound Of Generation Large

Royal Stag Boombox
Viacom18 x Seagram’s – Royal Stag Boombox

Viacom18 has partnered with Seagram’s Royal Stag to celebrate the spirit of ‘Living it Large’, unveiling Royal Stag Boombox, a first-of-its-kind musical experience. In association with Wavemaker India, Viacom18 has provided a platform to a young generation, a tribe that tends to make rather than follow trends; a tribe that is in constant search of soul-touching experiences.

In an exclusive preview in Mumbai on Monday, February 27, 2023, the venture revealed a glimpse of what’s in store. Royal Stag Boombox audaciously brings together polar opposites of the music industry, the melody of Bollywood and the gully vibe of Hip-Hop, to make original music, to create a new soundscape.

Royal Stag Boombox

This cultural movement manifests itself in two unique, engaging formats:

The in-studio format; a unique Phygital format featuring original music tracks that will be released across various platforms.
On-ground format; this format will travel through various cities of India offering a true-blue youth carnival feel that cannot be missed

The in-studio format of the campaign has been conceptualized and executed by Viacom18 through a unique Phygital music concept featuring four original Melody x Hip Hop music tracks that will be released as singles and videos extensively across platforms. Viacom18 will be at the forefront of delivering the beautiful renditions of classic Bollywood melodies and the modern hip-hop beats.


For many years, music has been a key consumer engagement pillar for the brand. Today, the youth tilts towards exploring exciting new forms of music. Contemporary genres such as hip-hop are becoming increasingly popular among the youth of the country, while Bollywood melodies remain integral to their cultural milieu.

Viacom18, India’s youngest full-play media & entertainment network along with Seagram’s intends to stir the imagination of this generation through Royal Stag Boombox, blending music they have inherited, Bollywood scores, with the genre that speaks to them, Hip Hop. This mix will have the swag and emotional heft of Hindi cinema’s best compositions and the throbbing vibe and vigour of hip-hop.

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