Magic Moments Launches New Campaign with Kriti Sanon and Music Video ‘Ishaara Samajh Le’

Magic Moments vodka has unveiled a fresh, emotionally charged campaign featuring the charismatic Kriti Sanon, bringing alive the essence of unplanned joy through its catchy music video ‘Ishaara Samajh Le’. The campaign embraces spontaneity, connection, and presence—mirroring the brand’s evolving identity and deeper bond with today’s generation.

A Celebration of Instinctive Joy

Set against an energetic, music-driven backdrop, the campaign video captures Kriti Sanon navigating a day of delightful moments. From heartfelt toasts to carefree dancing, every scene unfolds naturally, guided not by scripts but by instinct and mood. With its rhythmic moves and rich visuals, ‘Ishaara Samajh Le’ becomes an anthem for embracing the moment and unspoken connections.

Kriti brings effortless charm and authenticity to the campaign. Speaking about her experience, she 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.”

Music, Mood, and Movement in Harmony

Produced by Hogarth Films and conceptualized by VML, the campaign creates more than just a promotional video—it sets the tone for a cultural movement. From its peppy rhythm to the emotional visuals, the campaign taps into how today’s audience celebrates life—spontaneously, meaningfully, and personally.

Nakul Sharma and Tirtha Ghosh of VML explained, “We aimed to create something more than a campaign—it’s a cultural cue. The music video encourages people to embrace spontaneous joy in everyday life.”

A New Direction for Magic Moments

With this campaign, Radico Khaitan redefines how Magic Moments speaks to its audience. The message is clear: celebration doesn’t always need grandeur—it can live in simple, honest expressions.

Abhishek Khaitan, Managing Director at Radico Khaitan, said, “We are aligning our brand with a mindset that celebrates authenticity, emotion, and freedom. It’s a direction that feels both relevant and true to who we are.”

Amar Sinha, Chief Operating Officer, added, “We wanted the campaign to feel like a mood, not a scripted sequence. Kriti brings a sense of ease that grounds the film, making it modern, relatable, and emotional.”

Reaching Every Moment, Everywhere

Magic Moments adopted a digital-first strategy, launching the campaign across social media and online platforms. As the excitement builds, the brand is expanding the campaign into retail spaces, theatres, new media, and TV-on-the-go platforms, ensuring the message connects with diverse audiences across all touchpoints.