NEW DELHI: India’s vodka brand, Magic Moments, has launched its latest campaign headlined by National Award-winning actor Kriti Sanon, unveiling a vibrant music video titled ‘Ishaara Samajh Le’. The campaign underscores Magic Moments’ growing emotional connect with millennials and Gen Z, urging them to embrace life’s unplanned, instinctive joys.
Set to an energetic and catchy track, the music video follows Kriti Sanon through spontaneous moments, from impromptu toasts to playful dance breaks — capturing how celebrations often happen in the most unexpected ways. The film, produced by Hogarth Films and conceptualized by VML, uses rhythm, gestures, and mood to highlight the essence of instinctive living.
The heart of the campaign lies in its evocative hook line — “Ishaara Samajh Le” — a call to be present, pick up on life’s subtle cues, and enjoy the magic of the moment. The campaign reflects a shift from curated, planned celebrations to spontaneous, emotional connections, aligning with the cultural pulse of today’s youth.
“Through this film, we are not just elevating the brand’s style and identity, we are aligning it with a mindset that celebrates authenticity, emotion, and freedom. It is a direction that feels both relevant and true to who we are.” said Abhishek Khaitan, Managing Director, Radico Khaitan Ltd.
Adding to this, Amar Sinha, Chief Operating Officer, Radico Khaitan Ltd., said,
We wanted the campaign to feel like a mood, not a scripted sequence, but a visual rhythm that people can relate to.
Kriti Sanon echoed this sentiment, saying,
‘Ishaara Samajh Le’ captures that beautifully, reminding us to stay open and present. Magic Moments as a brand stands for that same spirit – embracing life’s surprises. It’s been a joy to be part of a campaign that celebrates authenticity in every sip and scene.”
The creative team at VML, led by Nakul Sharma and Tirtha Ghosh, sees the campaign as more than just a film.
“It’s a cultural cue — a soundtrack for everyday, unplanned celebrations, designed to naturally find its way into people’s lives.”
Launched with a digital-first approach, the campaign is now expanding into retail stores, theatres, new-age media, and on-the-go TV platforms.
About Radico Khaitan Limited:
Established in 1943 as Rampur Distillery, Radico Khaitan is among India’s oldest and largest IMFL manufacturers. Known for organically developing its portfolio, the company launched its own brands in 1998 with 8PM Whisky and has since expanded into diverse categories, including the globally renowned Rampur Indian Single Malt, Jaisalmer Indian Craft Gin, and the flagship Magic Moments Vodka range.
With a presence in over 102 countries, Radico Khaitan operates three distilleries and 43 bottling units across India, also serving as a key supplier to the Canteen Stores Department (CSD).
