Kriti Sanon stars in Magic Moments’ new music video “Ishaara Samajh Le”
Magic Moments, India’s No. 1 vodka brand, has launched its latest integrated campaign with the release of an original music video titled ‘Ishaara Samajh Le’, featuring National Award-winning actor Kriti Sanon.
Created in collaboration with VML and produced by Hogarth Films, the music video captures the spontaneity and instinctive joy that define the brand’s ethos. Set against a vibrant, music-driven backdrop, the film follows Sanon through a series of unplanned yet emotionally resonant moments—from impromptu celebrations to playful dance breaks. At its core, the track encourages viewers to tune into the present and embrace life’s subtle signals.
The campaign serves as the centrepiece of Magic Moments’ 360-degree marketing rollout, which began on digital platforms and is now expanding into retail, theatres, new media, and TV-on-the-go activations.
With this launch, Magic Moments continues to strengthen its premium positioning and reinforce its brand promise to Make Every Moment a Magic Moment. The campaign reflects a broader cultural shift—from curated experiences to those led by emotion, spontaneity, and authentic connection—particularly resonating with millennial and Gen Z audiences.
“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.”
Amar Sinha, Chief Operating Officer at 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. 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.”
Kriti Sanon added: “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, said: “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 industry-leading partners known for delivering immersive, high-quality content experiences.
