Kartik Mohindra, CEO, PRI, said, “The new pack strengthens our long-standing association with cricket and also bolsters our relationship with consumers across the nation.”

The package conceptualised and designed by Ogilvy has been strategically launched just before the start of the ICC Cricket World Cup 2019, which is on 30 May.

Kapil Arora, president, Ogilvy said, “Cricket and Royal Stag have been synonymous with one another for many years. However, when the brand decided to partner with the ICC cricket world cup, it deserved a special commemoration. The result is a limited-edition pack of Royal Stag that will give fans of the brand and cricket, an opportunity to collect a unique pack that celebrates and brings alive the essence of the world cup.”

The Royal Stag carton consists of the actual ICC World Cup Trophy, along with with a few aesthetic elements from the sport of cricket and iconic monuments from England and Wales, the official venue for this year's world cup. 

In addition to it, the pack comprises of a contest that offers the consumers a chance to watch the world cup live. 

“By introducing the limited-edition cricket world cup pack, we are giving cricket lovers a world cup memorabilia to hold on to and together celebrate the ethos of cricket,” added Mohindra.