?Ishaara Samajh Le?: A Musical Call for Celebrations with Magic Moments & Kriti Sanon

Business Wire India

 

Magic Moments, India’s No. 1 vodka brand, released its latest campaign, featuring national award-winning actor Kriti Sanon, with the launch of its refreshing 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.

 

Link: https://www.youtube.com/watch?v=Q4TQRQq4Xcc

“Ishaara Samajh Le” which is a reminder to be present, notice the signals, and let the moment guide you.

Every beat and every word in the music video was meticulously crafted, a true labour of love, to spark joy in an instant. It’s not just peppy and energetic; it is a vibrant 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 strengthens 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, Chief Operating Officer at Radico Khaitan Ltd., 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 industry-leading partners known for delivering immersive, high-quality content experiences.

A Musical Call for Celebrations with Magic Moments & Kriti Sanon

Radico Khaitan Limited at a Glance

 

Radico?Khaitan Limited (“Radico?Khaitan” or the Company) is among the oldest and one of the largest manufacturers of IMFL in India. Earlier known as Rampur Distillery Company,?Radico?Khaitan commenced its operations in 1943 and over the years emerged as a major bulk spirits supplier and bottler to other spirit manufacturers. In 1998 the Company started its own brands with the introduction of 8PM Whisky.?Radico?Khaitan is one of the few companies in India to have developed its entire brand portfolio organically.

 

The Company’s brand portfolio includes Rampur Indian Single Malt Whiskies, Sangam World Malt Whisky, Kohinoor Reserve Indian Dark Rum, Spirit of Victory 1999 Pure Malt Whisky, Jaisalmer Indian Craft Gin, Royal Ranthambore Heritage Collection Royal Crafted Whisky, Morpheus and Morpheus Blue Brandy, Magic Moments Vodka, Magic Moments Remix Pink Vodka, Magic Moments Verve Vodka, Magic Moments Dazzle Vodka (Gold & Silver), 1965 The Spirit of Victory Premium XXX Rum and Lemon Dash Premium Flavored Rum, After Dark Whisky, 8PM Premium Black Whisky, 8PM Whisky, Contessa Rum and Old Admiral Brandy.

 

Radico?Khaitan is also one of the largest providers of branded IMFL to the Canteen Stores Department (CSD), which has significant business barriers to entry. The Company has distilleries situated in Rampur, Sitapur and Aurangabad, Maharashtra which is a 36% joint venture. The Company has a total owned capacity of 320 million litres and operates 43 bottling units (5 owned, 29 contract and 9 royalty bottling units). It is also one of the largest exporters of Alcoholic beverages from India, with brands available in over 102 countries.