Magic Moments vodka has rolled out a new campaign featuring actor Kriti Sanon, centred around its latest music video, ‘Ishaara Samajh Le’. The campaign celebrates spontaneity and instinctive joy, capturing a day that unfolds through unspoken gestures and intuitive moments.
Set against a vibrant musical backdrop, the film showcases Kriti Sanon in naturally flowing scenes-raising toasts, dancing, and embracing the mood of the moment. The catchy track and its signature line, ‘Ishaara Samajh Le’, urge viewers to be present and go with the flow.
The video, created in partnership with VML and produced by Hogarth Films, forms the heart of Magic Moments’ 360-degree marketing campaign. Initially launched digitally, the campaign is now scaling up across retail, cinema halls, new media, and TV-on-the-go platforms.
Abhishek Khaitan, managing director, Radico Khaitan, shared, “This campaign marks a new chapter for Magic Moments. Celebrations today are less about grandeur and more about genuine, personal expression. With this film, we’re aligning our brand with that authenticity and emotion.”
Amar Sinha, COO at Radico Khaitan, added, “Our goal was to create a visual rhythm rather than a conventional narrative. Every element, from the soundscape to the iconic line, captures how today’s generation finds meaning in the everyday.”
Kriti Sanon reflected, “‘Ishaara Samajh Le’ is about the little joys you don’t plan. It’s been amazing to be part of something that celebrates those real, unscripted moments.”
VML’s Nakul Sharma and Tirtha Ghosh noted, “We wanted to go beyond just an ad-it’s a cultural expression. The music and vibe are designed to live in everyday life and celebrations.”
