MUMBAI: Vodka brand Magic Moments today released its latest campaign, featuring actress Kriti Sanon with launch of its music video ‘Ishaara Samajh Le’. The film captures the effortless flow of a day where nothing is planned, yet everything aligns, led not by intention, but by instinct. Through subtle signs and shared energy, it explores how magic often shows up in the most unexpected moments.
Set against a music-driven backdrop, the film follows Kriti Sanon as she moves through spontaneous, emotionally resonant scenes, from impromptu toasts to playful dance breaks. The narrative flows through gestures, rhythm, and mood. At the heart of it is the track’s hook line, ‘Ishaara Samajh Le’ aims to be a reminder to be present, notice the signals, and let the moment guide you.
The music video looks to be a call to celebrate life’s spontaneous moments, capturing the spirit of instinctive joy we so often overlook. Developed in collaboration with VML, and produced by Hogarth Films, the music video is the centrepiece of Magic Moments’ 360-degree marketing campaign, starting with digital platforms and now expanding into retail, theatres, new media, and TV-on-the-go activations, soon.
With this campaign, Magic Moments not only looks to strengthen its premium, stylish positioning but also redefines what it means to Make Every Moment a Magic Moment. It reflects a cultural shift, away from curated celebrations, towards moments shaped by emotion, spontaneity, and personal connection. The film deepens the brand’s intent to engage meaningfully with millennials and Gen Z, who value presence over perfection and connection over performance.
“This campaign represents a turning point in how we communicate the spirit of Magic Moments”, said Abhishek Khaitan, Managing Director, Radico Khaitan Ltd. “As the world of celebration evolves, we are seeing a shift from grand occasions to more personal, instinctive expressions of joy. 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.”
Speaking on the campaign, Amar Sinha, COO Radico Khaitan stated, “We wanted the campaign to feel like a mood, not a scripted sequence, but a visual rhythm that people can relate to. From the soundscape to the recurring line ‘Ishaara Samajh Le’, every element reflects how today’s generation finds meaning in the everyday. Kriti brings a natural sense of ease and energy that grounds the film, making the brand’s message feel fresh, emotional, and modern.”
On being part of the campaign, Kriti Sanon shared, “This campaign brings alive those unplanned sparks of joy, the moments you don’t script. ‘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.”
Nakul Sharma, Tirtha Ghosh, Executive Creative Director & VP, VML added, “We have aimed to create something much larger than just a film, it’s a cultural cue that speaks to the way today’s generation chooses to celebrate. The music video, with its catchy hook and peppy rhythm, is designed to become part of everyday life, encouraging people to recognise and embrace spontaneous moments of joy. Whether it’s a casual get-together, a road trip, or simply an unplanned dance break, we wanted this track to naturally find its place in those personal, unscripted celebrations.”
The campaign rollout began with a digital-first approach and is now being actively expanded into retail touchpoints, theatre screens, new-age media, and TV-on-the-go platforms, ensuring Magic Moments reaches consumers across their celebration spaces.
Additionally, the music video’s production and amplification involved collaboration with partners who the company says are known for delivering immersive, high-quality content experiences.
