The brand targets a generation focused on self-expression and lifestyle.

Magic Moments Vodka has announced Bollywood actress Kriti Sanon as its new brand ambassador, marking a bold step in its efforts to connect with a generation driven by self-expression and contemporary lifestyle choices.

The brand, known for its confident and vibrant identity, sees Kriti as a perfect fit. Her modern, stylish persona resonates with the evolving mindset of today’s youth.

“We are absolutely pumped to have Kriti on board,” said Abhishek Khaitan, Managing Director, Radico Khaitan. “She’s smart, stylish, and fearless-just like the new-age consumer we speak to. With this campaign, we’re not just raising a toast to the moment; we’re owning it. This is a new chapter for Magic Moments, and we are excited to make it magical.”

Amar Sinha, COO at Radico Khaitan, added:

“Radico is super excited to bring together India’s No. 1 vodka with Bollywood’s No.1 power-packed face. Kriti Sanon isn’t just a star-she’s the whole vibe. She connects effortlessly with today’s bold, fearless generation and totally gets what Magic Moments is all about. As we continue expanding our footprint, Kriti is the perfect partner to take the brand into its next big chapter.”

Sharing her excitement about the collaboration, Kriti Sanon stated:

“Magic Moments is all about owning your vibe and celebrating life as it comes, in its raw and untampered form. I’m super excited to join the Magic family. This partnership is fun, it’s fierce, and it’s full of energy-just the way I like it. Here’s to living the moment, one magic at a time!”